TV and online shopping channel Ideal World has apppointed Golley Slater to handle its six-figure national consumer and corporate PR campaign.

The Newcastle office of Golley Slater will service the account after coming through a competitive pitch process that culminated in a four-strong shortlist. The incumbent on the account was Fuel.

The agency's appointment follows last November's arrival of the AIM-listed firm's new chief executive Mike Hancox from home shopping retailer Otto.

As well as hiring a new PR agency, Hancox has also made his mark by signing up Paul McKenna - who previously worked with rival shopping channel QVC - as a guest presenter.

McKenna will promote his 'I Can Make You Thin' weight-loss DVD and one of Golley Slater's first tasks will be to publicise his arrival.

Hancox said: "We conducted an exhaustive pitch process, culminating in a short-list of four PR agencies. Golley Slater presented our senior management team with a compelling proposition and we look forward to working with them to achieve our goals of becoming the leader in our sector."