Littlewoods reviews £7 million search marketing account

LONDON - Littlewoods has called a review of its estimated £7 million search marketing account.

Littlewoods…called a review
Littlewoods…called a review

The pitch is being handled by Littlewoods' online marketing department.

The company previously used the WPP agencies Neo@Ogilvy and MediaCom North to handle the activity, but moved its account in October 2007 to Unique Digital, whose parent company Syzygy is part-owned by WPP, as it increased its search spend.

Littlewoods, often billed as the biggest mail order company in the UK, is looking to compete with other online brands including Asos.com.

Online sales now account for almost 10 per cent of total retail sales in the UK. Shoppers in the UK spent £38 billion online in 2009, an average of £1,102 per shopper, according to the Centre for Retail Research.

Littlewoods, which is owned by Shop Direct, spent £19.7 million across all media between December 2008 and November 2009, according to Nielsen. Last year, it reviewed its advertising arrangements, held by WCRS. The company split its Littlewoods and Very.co.uk (previously Littlewoods Direct) businesses between Leo Burnett and VCCP.

At the end of last year, the retailer launched campaigns for both brands. Littlewoods' Christmas ad promoted the fact that customers could spread their payments over time, while Very.co.uk's ad featured Holly Willoughby and Fearne Cotton.