Agencies line up as Matalan U-turns on advertising strategy
campaignlive.co.uk, Friday, 01 October 2004 12:00AM
The discount clothing retail company Matalan is looking for an advertising agency to handle its estimated £10 million account, only a year after turning its back on above-the-line marketing.
Last July, the company ended its relationship with M&C Saatchi and its sister direct marketing agency Lida as part of a strategy to refocus its marketing budget on low-cost advertising and direct mail. Briefs have since been divided between an in-house team and the artwork and photography supplier Capricorn.
However, Matalan is talking to agencies and is believed to have shortlisted five for a pitch. The review is not being conducted through an intermediary and is not expected to affect the company's relationship with its media agency, Feather Brooksbank.
M&C and Lida won the Matalan account in June 2002. The company spent £11.5 million above the line in the following year. However, the strategy changed when Ruth Start became the advertising manager last June.
Nobody at Matalan was available for comment as Campaign went to press.
This article was first published on campaignlive.co.uk
- Head of UX & Digital Design Director MCG Associates tax free competitive package, Dubai (Emirate) (AE)
- Client Sales Executive - Untapped, unlimited potential! Ultimate Asset £20000 - £40000 per annum + Excellent Benefits, City of London
- Head of Digital MCG Associates Very Attractive Tax Free Package, Dubai - UAE
- Marketing Manager - Youth Brand Ball & Hoolahan £55,000 + Car/Car Allowance , South East England
- Consumer & Shopper Insight Controller FMCG - URGENT NEED Tarsh Lazare Marketing Recruitment £60K-£65K + Car Allowance + Bonus, North of London/Herts
- Facebook IQ reveals marketing to millennials is flawed
- ZenithOptimedia loses £200m O2 business to Havas Media without a pitch
- Vizeum retains £14m AB InBev in the UK and adds European markets
- Breast Cancer Campaign crowd-sources videos for 'wear it pink' campaign
- Sir Martin Sorrell labels Omnicom CFO exit 'bizarre'
- Guardian joins forces with Telegraph for media planning tool