C&A launches hunt for creative shop

C&A, the family-owned global fashion retailer, is in advanced stages of a creative review as it moves to reverse its lacklustre image and confront tense high-street trading conditions.

C&A, the family-owned global fashion retailer, is in advanced

stages of a creative review as it moves to reverse its lacklustre image

and confront tense high-street trading conditions.



The company has already narrowed down a long list of agencies to

shortlist an incumbent, The Handley Partnership, and one other unnamed

agency.



The department store, which has traditionally shied away from using

mainstream advertising agencies, drew up the shortlist after asking

challengers to critique the Handley Partnership’s previous work on the

account. A decision between the two remaining agencies is expected

within the next two months.



C&A has been developing a strategy to revive its image in the face of

fierce competition in the high street. The retailer axed 300 jobs after

a restructure a year ago and has moved towards marketing sub-brands such

as Rodeo individually and keeping the parent brand in the

background.



Industry sources believe the review might indicate that C&A is changing

its attitude towards outsourcing its advertising. The account was

handled in-house before The Handley Partnership took over some of the

business in 1997. Banks Hoggins O’Shea had previously provided creative

assistance on a project-by-project basis.



’We’ve looked at a wide range of agencies,’ Mary Sangster, C&A’s

national advertising manager, said. ’We have a creative review every

couple of years to see how we can do things better.’



The media planning and buying incumbent, Media Campaign Services, is not

affected by the review.



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