Littlewoods in agency talks about umbrella campaign

By LISA CAMPBELL,, Friday, 10 December 1999 12:00AM

Littlewoods has begun talking to several London agencies about its first corporate branding campaign.

Littlewoods has begun talking to several London agencies about its

first corporate branding campaign.

The company has previously promoted its various brands, including

Littlewoods and Index catalogues and stores, separately, but is looking

to produce its first umbrella campaign to present a more up-to-date and

unified look.

Littlewoods appointed Barrington Johnson Lorrains in September. However,

a spokeswoman said the review would not affect the agency as it had been

appointed to handle direct marketing.

’We are looking to do an umbrella advertising campaign for the brand to

reflect the increasing synergy between our divisions. BJL was appointed

to handle strategic and creative input to all DM material. This doesn’t

affect it at all,’ a company spokeswoman said.

The company declined to give a budget and added that a formal pitch list

had not been finalised.

Littlewoods unveiled its new corporate identity at the beginning of the

month, and will be rolled out next year.

Index stores and catalogues will also eventually come under the

Littlewoods banner, which is believed to be a stronger household


The move is also part of the company’s intention to appeal to a younger

audience and follows a pounds 31 million refurbishment of 25 stores. The

new format incorporates ’catalogue cafes’, where shoppers can view its

digital home shopping channel, SHOP!, a joint venture with Granada which

enables customers to have goods delivered directly to their homes.

This article was first published on


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