Ad campaign marks reinvention
Comet's new brand identity is making its debut today. The retailer is launching a TV ad campaign from Saatchi & Saatchi that it hopes will highlight a shift from discount brand to service retailer.

The animated ad is narrated by Radio 1 DJ Edith Bowman, and coincides with a change in branding for stores, including staff uniforms and a new corporate logo in black and gold.

Comet managing director Simon Fox said: 'It's a noisy and crowded marketplace - customers are looking for a retailer they can trust to give good advice and service to enable them to make the right purchasing decision. We are changing the way we do business in order to reposition ourselves and improve our customer service.'

For more on this story, see Retail Week tomorrow.

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