End of retail theatre era at Selfridges as Churchill leaves

Selfridges marketing director Bev Churchill has left, completing the exodus of the top creative team that established the retailer as a pace-setter.

Churchill's departure is thought to spell an end to the event-led marketing strategy that brought in-store spectaculars such as the recent Vegas Supernova and predecessors like Brasil 40° .

Churchill was part of the original marketing team that included Susanne Tide-Frater, James Bidwell and Emily Owen, who realised former chief executive Vittorio Radice's strategy of using retail theatre to create a buzz and drive footfall.

A string of top executives have quit the retailer since Canadian billionaire Galen Weston bought it in 2003. Tide-Frater defected to become creative director at Harrods, while Bidwell and Owen left earlier this year.

Last month's Las Vegas promotion was considered a success. Stunts including an after-hours shopping spree for former Baywatch star Pamela Anderson are said to have generated up to£10 million of free publicity.

A source close to Selfridges said to expect a much more 'traditional' marketing calendar from now on, aimed at driving sales when shoppers are out in force such as at Christmas.