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.