Littlewoods poised to pool pounds 8m media account

Littlewoods is preparing to centralise its pounds 8 million media planning and buying business alongside a review of its creative agencies as part of a reassessment of its marketing suppliers.

Littlewoods is preparing to centralise its pounds 8 million media

planning and buying business alongside a review of its creative agencies

as part of a reassessment of its marketing suppliers.



The media review will pool media for Littlewoods’ Home Shopping

division, its retail outlets, and the lotteries and pools division into

a single media agency. It is likely that creative agencies will be put

under the spotlight early next year.



The media business is split between MediaVest Manchester, which handles

the Index, Janet Frazer and Littlewoods catalogues; BBJ Media Services,

which has the Littlewoods Pools and scratchcards account; and CIA Media

Solutions Manchester, the incumbent on the retail media account.



The two creative roster agencies are Yellow M, which handles the

catalogues and lotteries business, and DMB&B, which holds the

Littlewoods Pools account.



The decision to overhaul marketing suppliers follows the integration of

marketing for the stores, home shopping and gaming divisions. Susan

Murray was poached from Smirnoff last month to become Littlewoods’ group

marketing director.



A Littlewoods spokeswoman said: ’Following the integration of our three

retail businesses, we’re putting all external agencies under review.

It’s early days and no decisions have been made yet.’



The bulk of Littlewoods’ advertising goes into its home-shopping

operation, which accounts for around pounds 4 million media spend.



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