MFI calls media pitch

LONDON - Furniture giant's £26 million media planning and buying up for grabs

MFI campaign
MFI campaign

MFI, the furniture retailer, has kicked-off a review of its £26 million media planning and buying account.

The business is currently held by ZenithOptimedia but the retailer sent briefs out to other agencies earlier this week.

The media review follows the recent campaign, created by M&C Saatchi, which has attracted more than 100 complaints from the ASA over its portrayal of traditional UK family life.

Last year the appointment of M&C Saatchi prompted speculation that MFI would move the media business directly into its sister agency Walker Media. However, MFI has opted for an open pitch instead.