HMV preps for brand relaunch

HMV’s new owner Hilco is preparing to relaunch the brand and is expected to announce a new head of marketing and a number of new marketing hires following its administration.


It is expected to name a head of marketing on Friday and it is thought Jill Thomas, senior marketing manager who has been heading up HMV’s marketing activity since it laid off the majority of its marketers in February, will also leave on that day.

Former marketing and ecommerce director Mark Hodgkinson and the majority of HMV’s marketing team were axed in February as part of 250 head office job losses.

A brand relaunch campaign is also expected later this year but no more details are available. Its annual marketing budget under its new owners is though to be around half (£4m) what it previously was.

The retailer is likely to relaunch its website with the focus on a music and film streaming service rather than selling physical CDs and DVDs. Under HMV’s previous model, the retailer lost money whenever it sold physical products online because of distribution and postage costs. It stopped selling through its website during the administration process and the website currently states it is “working on something special for”.

The chain is expected to launch a UK version of ‘The Vault’, the digital streaming platform officially launched by its sister business in Canada in April after a four-month beta phase.

Separately, HMV recently appointed media agency the7stars to work on its media planning and buying account. It was formerly held by OMD.

The retailer now operates 140 high street stores after a number of stores were closed as part of the administration process.

Hilco, which also owns the HMV Canada chain, acquired HMV’s UK operations in April as part of a deal thought to be worth £50m.

Hilco was unavailable for comment.

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