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
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
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
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.