M&C Saatchi has broken on to the Sears roster with an appointment to
handle the relaunch of the Richards chain of women’s fashion stores.
The assignment is the first stage of a wide-ranging examination of
marketing arrangements for all the Sears brands - including Selfridges,
Adams childrenswear and Freemans catalogues - being carried out by Simon
Gulliford, the group marketing director.
Budgets are undisclosed for the Richards relaunch, but the agency is
being briefed to find a clear positioning for the mid-market chain to
make it a more effective player against its main competitor, Marks and
Media buying remains with CIA Medianetwork, which also handles the other
M&C Saatchi was appointed after Sears considered strategic proposals
from a number of other agencies for the development of the Richards
Moray MacLennan, the M&C Saatchi joint chief executive, said: ‘Richards
has a clear vision of its future and we’ll be working with it to
communicate that to customers.’
The appointment comes in the same week that Dixons consolidated all its
advertising into M&C Saatchi. The company has abandoned the idea of
splitting its business up and has pulled its PC World and the Link
accounts - worth a total of pounds 10.5 million - out of DMB&B.
The company blamed ‘disagreements on working practices’ for the decision
to end its 14-month relationship with DMB&B.
However, the Media Centre, the DMB&B group’s media buying arm, will
continue placing all pounds 70 million-plus worth of media for the
Dixons group. Dixons was one of the first former Charlotte Street
clients to throw in its lot with Maurice Saatchi’s breakaway agency in
April last year.