Littlewoods picks CDP for 3m task

Littlewoods, the high street chain, has handed its claimed 3m advertising account to Collett Dickenson Pearce after a three-way pitch against J Walter Thompson and Young & Rubicam.

The appointment of CDP signals a determined retaliation by Littlewoods against high street competition from rivals C&A, BhS and Debenhams.

It is thought Littlewoods’ chief executive, Bob Willett, will work closely with marketing director Findlay Caldwell in co-ordinating the rebranding of the department store chain, which has performed poorly in recent years.

CDP’s managing director Ben Langdon said: “We are working with Littlewoods in a new era for the company. Bob Willett and Findlay Caldwell have got very ambitious plans for it. CDP has a lot of retail experience and Littlewoods is a great brand to add to our portfolio.”

Littlewoods is expected to begin a television advertising campaign early in the summer.

Littlewoods’ last advertising blitz was in 1986.