C&A, the family-owned global fashion retailer, is in advanced
stages of a creative review as it moves to reverse its lacklustre image
and confront tense high-street trading conditions.
The company has already narrowed down a long list of agencies to
shortlist an incumbent, The Handley Partnership, and one other unnamed
The department store, which has traditionally shied away from using
mainstream advertising agencies, drew up the shortlist after asking
challengers to critique the Handley Partnership’s previous work on the
account. A decision between the two remaining agencies is expected
within the next two months.
C&A has been developing a strategy to revive its image in the face of
fierce competition in the high street. The retailer axed 300 jobs after
a restructure a year ago and has moved towards marketing sub-brands such
as Rodeo individually and keeping the parent brand in the
Industry sources believe the review might indicate that C&A is changing
its attitude towards outsourcing its advertising. The account was
handled in-house before The Handley Partnership took over some of the
business in 1997. Banks Hoggins O’Shea had previously provided creative
assistance on a project-by-project basis.
’We’ve looked at a wide range of agencies,’ Mary Sangster, C&A’s
national advertising manager, said. ’We have a creative review every
couple of years to see how we can do things better.’
The media planning and buying incumbent, Media Campaign Services, is not
affected by the review.