Littlewoods is poised to review its creative account following the
appointment of Zenith Media this week to handle its pounds 8 million
centralised media buying.
Creative is now split between Littlewoods’ two roster agencies: DMB&B,
which handles the pools account, and Yellow M, which works on the
catalogues and lotteries business.
Tim Rogers, head of media services at Littlewoods, said: ’We are looking
at all our marketing suppliers. Decisions will be reached on creative in
Littlewoods’ media business was previously split between BBJ Media
Services, MediaVest Manchester - both of which took part in the
winner-takes-all pitch - and a third agency, CIA Media Solutions
Manchester, which pulled out of the running at an early stage.
The media centralisation brings buying for Littlewoods’ home shopping
division, its retail outlets and the lotteries and pools division into a
single media agency for the first time. The decision to review media
followed the appointment of Susan Murray as Littlewoods’ group marketing
director last November.
The bulk of Littlewoods’ advertising goes into its home-shopping
operation, which accounts for around pounds 4 million of the media
Graham Duff, chief executive of Zenith Media, said: ’To have our overall
offering so emphatically recognised by a company of Littlewoods’ stature
and potential is tremendously gratifying.’