Newly appointed British Retail Consortium (BRC) director general Kevin Hawkins has outlined his vision for the industry trade body.
He wants it to be as well known as the CBI, exert a bigger influence on Government policy and win back fashion tycoon Philip Green as a member.
Hawkins, formerly Safeway's communications director, takes up the post on April 19 and aims to dramatically increase the BRC's visibility.
Priorities will be to give members value for money and improve communications with retailers via the mass media.
He said: 'I want to ensure that whatever we do, members know about it.
That won't be by sending out 25-page dossiers that people don't read, but by going through the media. There is no reason why the BRC can not be as well known and as well regarded as the CBI.'
He added: 'I'd love Philip Green to come back. I want him not just for his data in the Retail Sales Monitor, but because he's a major figure in British retail.'
Hawkins intends the BRC to be far more responsive to proposed legislative changes and to 'defend the retail sector's corner with authority'.
Prior to his nine years at Safeway, Hawkins was director of corporate affairs at WHSmith. He was a regional CBI director for two years and has been a Tory councillor in Bradford.
Retailers welcomed the news of Hawkins' appointment. Woolworths head of corporate affairs Nicole Lander said: 'He's a great appointment. He brings with him a wealth of political and PR experience. He's a seasoned campaigner and spokesman for the industry and is the best candidate for the job.'
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