Agencies line up as Matalan changes advertising strategy

LONDON - The discount clothing retail company Matalan is looking for an advertising agency to handle its estimated £10m 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 £11.5m 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.

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Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).