Storehouse is said to be on the brink of reviewing its advertising
strategy, with both its Bhs and Mothercare chains falling under the
spotlight.
A regular internal review is currently under way at Bhs. The recent
departure of the marketing director, Helena Packshaw, and reports that
Keith Edelman, the chief executive of Bhs and its parent, Storehouse, is
dissatisfied with the chain’s advertising, has triggered speculation
that the pounds 4.5 million account could be under threat at Howell
Henry Chaldecott Lury.
A Bhs spokesman said: ‘We are holding a review, which we do every year,
of how the year has gone. Obviously if issues are raised that need to be
looked at further in the future, we will do so.’
He conceded that the rethink could lead to a review of HHCL’s role.
Meanwhile, agencies also believe that the baby and mums-to-be chain,
Mothercare, may take another look at advertising in the new year, once
its latest five-year business plan is finalised. Mothercare officially
uses Leagas Delaney for its award-winning advertising, but has done very
little over the last year.
But the Bhs account director at HHCL, John Leach, said there was
absolutely no truth in reports that the account was up for external
review. ‘Bhs works on an annual cycle, and at the end of any year the
campaigns are reviewed and decisions taken for next year. Our
relationship with Bhs is very good, and we have already started sitting
down with the chief executive to discuss next year.’
Nevertheless, the departure of Packshaw, a longtime champion of HHCL’s
cause, to run special projects for Storehouse, has stoked speculation
that this year’s review could be the one to break the four-year
relationship.
Neither Bhs nor Mothercare returned calls before Campaign went to press.
