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
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
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
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
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.