Great Universal Stores (GUS) has appointed Publicis Group to its
pounds 6 million creative and media accounts for its Reality e-commerce
and logistics arm.
Publicis Dialog will handle the creative for advertising and direct
marketing while Optimedia has been appointed to the media planning and
buying brief. Publicis pitched against TBWA/London and Mustoe Merriman
Herring Levy for the business.
Reality launched the search for creative and media agencies following
its appointment of Interbrand to develop a new identity and branding
earlier this year.
The main task for Publicis Dialog will be to raise awareness among
consumers and businesses of Reality's online services.
Expenditure will be divided evenly between advertising and direct
Reality was formed when GUS was reorganised to split its shopping and
mail order arm, including Argos, from its information database services.
In January, GUS bought Breathe.com for pounds 1.4 million and has since
shelved the Breathe brand after integrating Breathe's technology into
Reality's services include internet and WAP fulfilment services as well
as online shopping facilities. It is hoping to win a major chunk of the
e-fulfilment market, which is expected to be worth pounds 5 billion by
2008 in the UK alone. Reality has contracts with Halifax, Barclaycard
and Hitachi and is talking to a number of other companies about handling
Reality handles 12 million customer accounts for GUS and controls its
White Arrow Express home delivery service operation. It has sales of
pounds 444 million and 20,000 employees.