JJB hires Canyon to help get 'Serious about Sport'

JJB Sports has tasked Canyon with delivering its communications programme throughout 2011 following a management restructure.

JJB hires Canyon to help get 'Serious about Sport'
JJB hires Canyon to help get 'Serious about Sport'

The Manchester-based agency won a competitive two-way pitch to work for the first time with the retailer, which is rolling out its Serious about Sport retail strategy.

The strategy aims to steer the company back into profit after a period of declining sales and an internal restructure.

The series of live events began in October, with a communication event for 300 store managers and retail support centre staff at the Reebok Stadium in Bolton.

Canyon worked closely with JJB Sports chief executive Keith Jones and retail director Ron Rome to deliver the event, designed to tell staff about the company's turnaround.

Canyon also launched JJB Sports' new incentive scheme at the event, which will reward teams for improving store standards.

JJB Sports chief executive Keith Jones said: "We hired Canyon because of its outstanding experience in the retail sector, which we wanted to harness as part of our strategy to transform JJB Sports. We needed to get everyone in the business to buy into this from day one."

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