Carat lands £5m Littlewoods media

LONDON - Littlewoods has appointed Carat to the £5m media planning and buying activity for its catalogues business.

Carat is also expected to pick up additional planning and buying work for the retailer as it invests more in brand advertising. The account's budget could rise to £8 million in total.

The agency won the business after a pitch process involving PHD and Zed Media. Sources suggest Carat had earlier been knocked out of the process only to be reinstated after discussions with Littlewoods' marketing and procurement departments.

Carat will handle planning and buying across Littlewoods catalogues, which include Choice, Kays and Littlewoods. It previously used several agencies including Zed, Universal McCann Manchester and MediaCom North.

Littlewoods is also holding a creative review through the AAR. Agencies will be briefed to position the catalogues as a modern, aspirational way to shop. The retailer, which is owned by the Barclay brothers, focused on catalogues after pulling out of the high street last year.

If you have an opinion on this or any other issue raised on Brand Republic, join the debate in the Forum.

Become a member of Campaign from just £46 a quarter

Get the very latest news and insight from Campaign with unrestricted access to ,plus get exclusive discounts to Campaign events

Become a member

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

Partner content