Live and Breathe appointed by zavvi for in-store

Creative retail marketing agency Live and Breathe has been appointed by zavvi on a retained basis to handle all its in-store marketing as well as a range of strategic brand assignments.

The agency recently delivered the entire rebrand for zavvi, formerly Virgin Megastores, which it secured after a five-way pitch.

As well as supporting numerous initiatives planned throughout the year, Live and Breathe has been tasked by zavvi to secure advertising revenue for the window units in its Piccadilly and Oxford Street stores.

Live and Breathe will also deliver comprehensive brand guidelines detailing all aspects of the zavvi brand and its use in a full range of communications collateral.

Nick Gray, Live and Breathe MD, commented: "The fact that we have now been formally appointed as zavvi's agency of choice to handle in-store and brand communications is testament to our role in delivering the rebrand across all channels.

"We have demonstrated to zavvi that we are a reliable and creative partner that fully understands the retail environment and in doing so we have earned their trust".

Cathy Kebbeh, Head of Commercial Marketing at zavvi, commented: "Live and Breathe are true retail experts who have demonstrated to us that they can deliver with the speed, accuracy and innovative thinking that the zavvi brand requires".

Zavvi was formed as a result of a management buyout of Virgin Retail in September and, with 125 stores in the UK and Ireland, is the UK's biggest independent entertainment retailer.

Zavvi unveiled its new identity to reflect its positioning as a multichannel, independent entertainment retailer with a specialist focus in autumn 2007 and has now rebranded all stores.

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