Littlewoods slashes its consumer roster

Littlewoods, which owns the Index store chain and the Littlewoods Pools, is reviewing five of its agencies with a view to consolidating their work into one account.

Littlewoods, which owns the Index store chain and the Littlewoods

Pools, is reviewing five of its agencies with a view to consolidating

their work into one account.



Industry experts put the annual fees for the consolidated work at pounds

200,000.



The decision to consolidate comes as the company reviews its media

buying and restructures its business operations.



As part of the restructuring, two divisions, retail and leisure, have

been created. Retail covers Index, Littlewoods stores and digital

channel Shop!, while leisure includes Littlewoods lottery, pools,

scratchcards and sports phone betting service Bet Direct.



Previously the retail side was run as separate companies with individual

managing directors.



The agencies under review are the Public Relations Business, which

handles Littlewoods catalogues, its Index stores and Index Extra;

Cartmell Public Relations, which handles a variety of activities across

the retail division on catalogue and Index promotions; WB&B, which

handles PR for the Littlewoods stores, and Outside the Box, which

handles public relations for the company’s nationwide courier company

Business Express. Project work done by Lexis for Littlewoods lottery,

which finished in January, will also be part of the chosen agency’s

remit. All five agencies have been asked to pitch along with two

others.



MacLaurin Communications, which handles the PR for Shop!, will be

unaffected by the review.



Littlewoods media services head Tim Rogers, who leads a team of ten in

Littlewoods media services division, said managing five different

agencies was too time consuming. ’There are clear consolidation reasons

and economies of scale to be achieved,’ he added.



Littlewoods is keen to exploit new technology, and plans to integrate

its high street shopping with its catalogue services.



Main competitors to Littlewoods brands include Zetters Pools, Argos

catalogue outlets and the Next Directory.



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