Publicis faces review on pounds 9m Halfords account

By EMMA HALL, campaignlive.co.uk, Friday, 12 December 1997 12:00AM

Halfords is reviewing its pounds 9 million advertising account after four years with Publicis.

Halfords is reviewing its pounds 9 million advertising account

after four years with Publicis.



The bikes-to-car spares retailer is believed to have approached six

agencies about its above-the-line creative account with a view to

putting together a shortlist soon after Christmas.



Although it is unclear which shops have been listed so far, it is

understood Halfords is considering the roster agencies of its parent,

the Boots Company. Credentials are due to be seen in the week before

Christmas. Media, which is currently centralised through BMP Optimum, is

not thought to be included.



The decision to look afresh at the business follows a reorganisation of

Halfords’ marketing department. The former director of marketing, Zoe

Morgan, has been made director of marketing and merchandise, while David

Patten has been promoted from marketing manager to head of marketing.

The pair are thought to have been instrumental in the rethink.



Patten denied that the company was talking to agencies about

above-the-line work, saying instead that he was only talking to sales

promotions agencies about below-the-line activity.



He said: ’We have restructured and have been questioning our use of

agencies in the broadest sense. But we are planning with Publicis for

1998.’



Rick Bendel, the chairman of Publicis, was unavailable for comment on

the report as Campaign went to press.



Publicis started working with Halfords in 1994 when it was appointed to

handle the small garage servicing part of the business, leaving the main

retail account with WCRS. It won the pounds 9 million chunk of business

in August 1995.



Since then, it has helped harmonise the two distinct sides of Halfords’

business with the line, ’We’re nuts about ...’. Its current work broke

two weeks ago.



This article was first published on campaignlive.co.uk

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