Freemans, the Bradford-based digital department store, has completed its full review and media account re-pitch, worth £25m, and appointed London-based independent agency the7stars.
The process started back in January and saw incumbents iProspect defend the business, which it had held for five years, alongside a shortlist that included Havas Market, the7stars and T&Pm.
Freemans has been on an aggressive transformation journey to a digital pureplay and announced in Autumn 2023 that it was to drop its paper catalogue after 118 years, as well as a launching a new look and feel under the guise of Made You Look, with the help of Mullen Lowe. The move saw customer visits to its website increase by 23%.
Richard Cristofoli, chief customer officer, Freemans, said: “Freemans is a very different business than it was the last time the account was pitched. We’ve made massive in-roads on our digital transformation journey, while adding customer numbers and growing ahead of the market. Something that has been delivered with enthusiasm and passion by everyone in the business.”
“It is that same passion for the business and the Freemans’ brand from the team at the7stars that was very evident throughout the process alongside shared values of openness, flexibility, and transparency.
“To continue to grow the business in a fiercely competitive market, the7stars clearly demonstrated a fully integrated, digital-first approach that can add value, including practical applications of AI technology to drive performance. At the same time as congratulating them, I would also like to take the opportunity to thank everyone who participated in the pitch and to thank iProspect for their support over the last five years” added Richard.
The How to Buy a Gorilla Company and Slik Media lead the media review.
Freemans latest seasonal campaign, Destination Summer, is running now and is all about positioning Freemans.com as the ‘go to’ for customer’s needs, whether at home or abroad, throughout the season. It also showcases the breadth of the offer across its expanding range of big-name familiar brands, including the recently added Sosandar, White Stuff, Little Mistress, Gola and ColorWOW all backed by Freemans’ exclusive collections- including the bonprix value fashion brand.
