M&B to push upmarket Freemans catalogue

Freemans, the catalogue company, is to launch an upmarket catalogue brand later this year and has recruited Michaelides & Bednash to work on the media strategy. It is also searching for an agency to handle the launch creative account.

Freemans, the catalogue company, is to launch an upmarket catalogue

brand later this year and has recruited Michaelides & Bednash to work on

the media strategy. It is also searching for an agency to handle the

launch creative account.



Freemans has lined up HHCL & Partners, WCRS and GGT to pitch for the

multi-million pound creative task, which will require quality,

high-profile above-the-line advertising to reach young, upmarket

women.



But M&B has already been drafted in to provide strategic input into the

launch programme in advance of a creative agency being selected.



The new catalogue will be aimed at AB women and will include top-name

fashion brands to tap into sophisticated lifestyles. It is unlikely to

carry the Freemans name.



M&B will be working alongside the client during the search for a

creative agency and advising on ways of communicating with a new

customer base.



According to the M&B partner, Graham Bednash, Freemans is ’looking for a

really distinctive way to use media to launch this new and very

different project’. M&B’s experience of brand launches, including

Channel 5 last year, was a factor in the agency being selected to work

for Freemans.



Lucie Scott, the general manager of Freemans, said: ’We need to be bold

and innovative in the way we approach the marketing. I like the way M&B

uses original media thinking to give their clients an edge.’



Media buying for the launch will be handled by Freemans’ media agency of

record, Mansfield Lang, which was given the business last week after a

pitch.



Grey will continue to handle the creative account for the existing

Freemans catalogue. A decision was made to keep the two creative tasks

separate because of the distinct nature of the new project and its

positioning at the quality end of the market.



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