HHCL scoops Bhs as Arcadia calls pitch for Burton task

LONDON - Philip Green, the Arcadia Group owner, has picked HHCL/Red Cell to handle his Bhs business and has opened talks with agencies about Arcadia's Burton men's fashion brand.

The Bhs agency appointment is being seen as a key factor in Green's expected declaration of war on Marks & Spencer after the failure of his takeover bid.

Green has said he will not fight M&S on price but will promote Bhs as offering a combination of quality and value. Budgets have yet to be finalised. M&S spends £25m through Rainey Kelly Campbell Roalfe/Y&R, although a substantial part of that spend is on food advertising.

Burton, which has up until now created all of its advertising in-house, is currently in discussions with several agencies.

Separately, Dorothy Perkins, one of Arcadia's women's fashion retailers, has awarded its creative advertising account to Grey London.

The agency scooped the business following a pitch involving Delaney Lund Knox Warren & Partners, Ogilvy & Mather, HHCL/Red Cell and Euro RSCG London.

The first work is expected to break in the autumn. Carat, which handles the media for the whole of the Arcadia Group, remains unaffected by the reviews.

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

Become a member of Campaign from just £46 a quarter

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.co.uk ,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