Aylings lands Allders account

Allders, the British department store chain, has hired John Ayling & Associates as its media planning and buying agency.

Allders, the British department store chain, has hired John Ayling

& Associates as its media planning and buying agency.



Aylings won the pitch after slugging it out against BJK&E Media and the

Scottish media shop Feather Brooksbank. The contract was previously held

by Zenith Media.



The account, which is worth pounds 2 million, will focus on regional and

local media in order to bring shoppers into Allders stores, which are

dotted across the country.



Aylings refused to comment on the brief but it is understood local radio

will be the favoured medium, and will be used in conjunction with

regional newspapers.



The majority of Allders’ advertising will centre around promotional

sales activity, although the company has commissioned the creative

agency RPM3 to run a branding campaign.



The creative agency will produce a campaign persuading the store’s

target customers - who are predominantly aged 24-44 - to make multiple

purchases.



RPM3 landed the pounds 5 million creative TV, press and poster contract

last summer.



Aylings won the account partly because of its close association with

RPM3.



In October, RPM3 merged its shrinking media department into Aylings to

allow it to concentrate on building its creative portfolio and make a

name for itself in retail and direct response advertising.



Last year, RPM3’s media arm, which recorded billings of around pounds 20

million, suffered a number of account losses, including the

planning/buying for Mitsubishi.



Allders is the fourth largest department store group in the UK. The

company has announced that it intends to spend pounds 20 million on

improving its stores this year.



Aylings’ client portfolio includes the planning and buying brief for the

clothing retailer Austin Reed, the pounds 1 million media task for First

Drinks Brands’ Campari and the cut-price shopping site InterSaver.co.uk.



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