Agencies line up as Harrods calls pitch for creative ad brief

Harrods is talking to agencies about a brief to develop its January sale ad campaign, in a move that could lead to a full creative review next year.

The store's existing agency, Leagas Delaney, will be given first crack at the brief. However, the new marketing and communications director, Anne-Marie Verdin, claimed that if the agency failed to impress she would "formalise talks" currently taking place with rival agencies. An internal team has also been asked to develop ideas.

Verdin added: "The full account is not at stake at the moment. There is a possibility that it may be in the future, but if it was, we would definitely include Leagas Delaney in any review. The management team is working on a new strategy. If there was to be a review as a result it would be done transparently and correctly."

The move follows a management team restructure earlier this year. In July, Harrods brought in Richard Simonin from the luxury product group Escada as its chief executive. It also appointed Henk Cohen as the chief operating officer, and Sarah Andrews as its head of retail strategy.

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