Iceland calls pounds 11m media rethink

Iceland is poised to review its pounds 11 million media planning and buying business currently held by Carat in Manchester.

Iceland is poised to review its pounds 11 million media planning

and buying business currently held by Carat in Manchester.



Sources say the food retailer, which has undergone a change of strategy

and image this year with advertising from its new creative agency, HHCL

& Partners, is keen to bring in fresh media thinking to help it market

itself as a progressive and unconventional retailer.



It has had talks with a number of agencies and is said to be keen to

move the account without a formal pitch. It is understood that Carat has

been warned that the account may be about to move.



Colin Downing, a director at Carat Manchester, said he was unaware of

any forthcoming review: ’I am personally unaware of it and have no

knowledge of them having spoken to other agencies.’



No-one was available for comment at Iceland as Campaign went to

press.



Iceland moved its creative business from the Manchester-based agency,

Tom Reddy Advertising, to HHCL & Partners in October last year. The new

agency dropped the long-running ’mum’s gone to Iceland’ line in favour

of radical television advertising which introduced the line: ’Feel the

deal.’



Five 30-second executions broke last month, showing customers

’expressing their joy’ at the retailer’s buy-one-get-one-free deals. The

campaign will comprise 19 executions in total and is due to run until

Christmas.



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