Iceland is poised to review its pounds 11 million media planning
and buying business currently held by Carat in Manchester.
Sources say the food retailer, which has undergone a change of strategy
and image this year with advertising from its new creative agency, HHCL
& Partners, is keen to bring in fresh media thinking to help it market
itself as a progressive and unconventional retailer.
It has had talks with a number of agencies and is said to be keen to
move the account without a formal pitch. It is understood that Carat has
been warned that the account may be about to move.
Colin Downing, a director at Carat Manchester, said he was unaware of
any forthcoming review: ’I am personally unaware of it and have no
knowledge of them having spoken to other agencies.’
No-one was available for comment at Iceland as Campaign went to
Iceland moved its creative business from the Manchester-based agency,
Tom Reddy Advertising, to HHCL & Partners in October last year. The new
agency dropped the long-running ’mum’s gone to Iceland’ line in favour
of radical television advertising which introduced the line: ’Feel the
Five 30-second executions broke last month, showing customers
’expressing their joy’ at the retailer’s buy-one-get-one-free deals. The
campaign will comprise 19 executions in total and is due to run until