Cheetham Bell lands Matalan brand task

Matalan has appointed Manchester's Cheetham Bell JWT to handle a

£2 million brand awareness campaign, although the discount

clothing retailer insists cdp-travissully's tenure of its main acount is


Cheetham Bell, which picked up the assignment after a pitch against a

number of undisclosed north western agencies, is launching a press and

radio campaign to boost store visits.

The campaign will support TV advertising produced by cdp-travissully,

which has held the business since 1999.

Simon North, cdp's managing director, said: "We're currently shooting a

new commercial for Matalan and will continue to produce its TV

campaigns. The Cheetham Bell appointment will have no effect on us."

Matalan, which is based in Skelmersdale, near Manchester, hopes Cheetham

Bell can increase business at its out-of-town superstores.

The initiative will be handled by a rapid response unit, which has been

developed by the agency since the merger which brought Cheetham Bell and

J. Walter Thompson Manchester together at the beginning of the year.

Launched in 1985, Matalan operates 100 stores selling discounted branded

goods. Offering quality at low prices is said to put it in a strong

position in the downturn.

Cdp-travissully's TV ads on the theme of shoppers obsessed with low

prices, carrying the line "Matalan: savings you just can't keep to

yourself", broke in October.

Media buying and planning is handled by Feather Brooksbank.