The Communications Store Future-Proofs Itself With New Strategy, Global Advisory Board

LONDON — Traditional fashion p.r. can’t do the job anymore, as new media channels and new breeds of content creators are continuously cropping up, according to principals at The Communications Store, one of London’s largest fashion and beauty agencies. The changing environment has prompted TCS to shift gears and alter its strategy: It has opened a reimagined work space in London’s up-and-coming White City area that reflects its new attitude, and has named an external global advisory board. Julietta Dexter, TCS’ founder and chief executive officer, said it was crucial to rethink the company’s strategy,  embrace “the new media channels available to us now” and recognize the need for consumerism to be more “conscious-driven.” TCS also wants to focus on exploring new technologies and types of data, and to find solutions for its own operations and for those of its clients. The new board will be advising TCS on all of the above. The first members include Andrew Morlet, ceo of The Ellen MacArthur Foundation, who will advise TCS on “circular economy thinking” and developing new systems for its own business and that of its clients. Another new board member is Fadzi Mkandla, a technology adviser and cofounder of the application mTag, which uses technology to improve the

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