NEWS: Littlewoods change of tack on Attenborough

Littlewoods Home Shopping division has dropped its long-standing agency Attenborough Associates just one month after it was re-appointed on a wider brief.

Littlewoods Home Shopping division has dropped its long-standing agency

Attenborough Associates just one month after it was re-appointed on a

wider brief.



The PR agency, which has worked for the billion pound turnover catalogue

division for nine years, was advised last week by Home Shopping media

manager Tim Rogers that it was not wanted after all.



Attenborough was re-appointed last month after a three-way pitch against

The Public Relations Business and Blackpool-based Cartmell PR (PR Week,

1 March) - both of which are now working for Littlewoods. Cartmell has

added promotional work for the home shopping division to its existing

contract with Littlewoods-owned chainstore Index, which is also using

The PR Business to support the launch of its new catalogue Index Extra.



Attenborough’s new brief required it to provide PR support for both the

home and leisure, and fashion categories. Before February’s pitch, this

role had been split between Attenborough, which handled fashion, and The

PR Business, which dealt with home and leisure.



The two agencies had previously worked with a budget of around pounds

300,000 but Attenborough was offered just pounds 70,000 to cover the

wider brief until the end of this year.



Nick Attenborough, MD of Attenborough Associates, said that Rogers, who

was involved in the original pitch, had told him there were ‘major

problems’ but that he had not indicated what they were.



He added: ‘As there had been such a big reduction in budget we wanted to

sit down and work out how to make the business work for both us and

Littlewoods. It’s a shame we did not get the chance.’



Rogers, formerly media manager at Index, said there was ‘a number of

solid business reasons’ behind his decision. He said that part of the

press office function might now be taken in-house and that new staff

appointments were possible.



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