House of Fraser held procurement-led talks with agencies

Retailer launched procurement-led search for agency to handle Christmas campaign.

House of Fraser
House of Fraser

House of Fraser contacted creative agencies about its Christmas campaign, which is worth about £8 million in media spend.

Sources familiar with the process say that the process was driven by the procurement department, which is obliged to review suppliers every two years, and that there is no desire on the part of the marketing team to split with the incumbent, 18 Feet & Rising.

House of Fraser initially declined to comment when first contacted by Campaign. Today [10 March] a House of Fraser spokeswoman confirmed that agencies had been contacted by the retailer due to a procurement requirement, but that process was subsequently cancelled.

She said: "House of Fraser would like to clarify that there is no review or pitch taking place surrounding our Christmas campaign or advertising account. 18 Feet & Rising remains our strategic partner moving forward."

The agency has worked with House of Fraser since the last time it held a review in 2014.

18 Feet & Rising won the business after a chemistry meeting in which it persuaded the client to dispense with the pitch process.

The agency’s two most recent TV ads for the retailer have combined stylish choreography with the latest fashion. The latest spot, for House of Fraser’s spring/summer collection, features contemporary dance moves and a soundtrack by Santigold.

Before hiring 18 Feet & Rising, the brand created its advertising in-house. It worked with Fallon in 2011 on a project basis.

In May 2013, House of Fraser moved its media account to Goodstuff Communications from Starcom Mediavest Group, with which it had worked for 14 years.