Freemans is starting a full review of its media account for the first time in 5 years.
iProspect, which currently holds the account, has been put on notice, but will be invited to re-pitch
The Bradford-based digital department store said the move came as a result of its “aggressive transformation journey” which saw it ditch its printed catalogue after 118 years and launch a newer look and feel under the Made You Look branding.
“After five years with iProspect, we feel it’s an appropriate time for a review. Freemans is a vastly different business from the last time the account was pitched – our media budget then sat across multiple brands with 45% investment in paper,” explained Richard Cristofoli, Chief Customer Officer, Freemans.
“Today we are focused on Freemans’ continued reinvention as a vibrant digital department store. The business has more than doubled in size compared to three years ago with treble the number of customers. Last October we also announced the end of the catalogue marking the brand’s transition into a digital pureplay.”
“It’s clear we have a very different brief and requirement going forward to support to our continued growth. To deliver this, within a fiercely competitive market, we need to ensure that we have the very best tools, talent and tech available and this is exactly what the review will bring.”
The company stated that it expected to complete the process by late Spring.
The How to Buy a Gorilla Company and Slik Media will lead the media review.
