Littlewoods centralises £8m media account into Zenith

- Home shopping and retail group Littlewoods has appointed Zenith Media to handle its £8 million ($13 million) centralised media buying business following a three-way competitive review.

- Home shopping and retail group Littlewoods has appointed Zenith Media to handle its £8 million ($13 million) centralised media buying business following a three-way competitive review.

The business had been split between BBJ Media Services, MediaVest Manchester, both of which took part in the winner-takes-all pitch, and a third agency, CIA Media Solutions Manchester, which pulled out of the running at an earlier stage.

The centralisation brings buying for Littlewoods' Home Shopping division, its retail outlets, and the lotteries and pools division into a single media agency for the first time.

Agency Assessments and media auditors DSA assisted Littlewoods in the selection process.

Tim Rogers, head of media services at Littlewoods, said: "Zenith demonstrated its massive buying power and deep strategic planning resource, which, when combined with its extensive direct response skills, makes it the ideal partner for our future media activity."

Previously MediaVest Manchester, had handled the Index, Janet Frazer and Littlewoods catalogues; BBJ Media Services was the incumbent on the Littlewoods Pools and scratchcards account; and CIA Media Solutions Manchester handled the retail media account.

The bulk of Littlewoods' advertising goes into its home-shopping operation, which accounts for around £4 million of the media spend.

Graham Duff, chief executive of Zenith Media, said: "To have our overall offering so emphatically recognised by a company of Littlewoods' stature and potential is tremendously gratifying."





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