4 August 2011 - 10:55am | posted by | 6 comments

DFS reviews 80m creative account

DFS reviews £80m creative accountDFS reviews £80m creative account

DFS is reported to be reviewing its £80m advertising account, currently held by Uber.

Campaign is reporting that the furniture retailer, which recently moved its media buying account out of Brilliant, has tasked AAR with creating an agency shortlist to pitch.

The brand has worked with a number of creative agencies in the regions, including Gratterpalm and Public Limited over the years, but is now expected to look to a London creative agency, in a similar strategy to that of its appointment of Mediacom to handle the media planning and buying account.

An appointment is expected to be made in the Autumn, with Uber and previous agencies not expected to pitch, although they could be retained to work alongside the new lead agency.

A marketing director is also expected to be appointed by the brand in the near future.

In June the brand appointed marketing company affilinet to help integrate online and offline sales.
 

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Comments

4 Aug 2011 - 12:15
mark_williams's picture
16
comments

DLKW - Any money

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Anonymous (not verified)
4 Aug 2011 - 12:35
Anonymous's picture

I worked on it for years in a crap office above a garage in Doncaster. Anyone else remember those dark cold days?

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Anonymous (not verified)
4 Aug 2011 - 12:36
Anonymous's picture

On the other hand, the agencies that worked on DFS happily worked with Lord Kirkham's bizarre system where his roster agencies pitched for everything. Basically, everybody pitched their ideas every quarter (find a new way to say sale) and he bought the stuff he liked. They did it because when the work was bought, he paid well. But the only reason Kirkham ran this kind of system was that agencies were willing to participate. They could have said no. They could have refused to change their, mostly good work for the crap he turned it into and resigned the account, but they didn't. Amateur agencies for an amatear client. No wonder new owners wanting to do things properly are turning to agencies that want, and can, do the same

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Anonymous (not verified)
4 Aug 2011 - 13:57
Anonymous's picture

Reminds me of RB losing Dreams...only for the new London agency churning out the same work six months later...

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Anonymous (not verified)
5 Aug 2011 - 13:01
Anonymous's picture

This will be a big blow, not just for the agencies involved, but for the region in general.

What is ironic, is that the north of England, has always been known for it's retail accounts, and expertise. Now they are all one by one heading to London.

Bearing in mind that creatively, there will be no difference (retail is retail, and will always be price/sale driven) why are retail clients heading south?

If it's to make cost savings, then this region really does need to look at it's business model, if major London agencies can service these clients more cost-effectively.

But if it's because the perception is that London agencies do it better, then what does that say about the last 40 years of retail advertising in the North, because whether we like it or not, perception is reality.

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Anonymous (not verified)
8 Aug 2011 - 13:52
Anonymous's picture

Anon 13:15

I completely agree. My question was, why are they going to London, to dictate the production of shit?

And if it's for cost saving reasons, then how can a top London agency, be able to produce it cheaper than an agency in Sheffield or Leeds?

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