Bhs rethinks its 4.5m account

Bhs is reviewing its 4.5m advertising account with HHCL & Partners, which created the “It’s Happening at Bhs” campaign.

Bhs is reviewing its 4.5m advertising account with HHCL & Partners, which created the “It’s Happening at Bhs” campaign.

In March, Bhs took stock of the television campaign and dropped personality Sylvester from its advertisements.

Former Bhs marketing director Helena Packshaw insisted the campaign was successful.

A spokesman from the company reiterated her earlier comments, saying “results matched our targets”.

However, Packshaw – who has been pivotal in establishing a marketing strategy at Bhs over the past few years- was earlier this month moved to the parent company, Storehouse, for a role working on special projects.

Lisa Riley, head of sales, replaced Packshaw.

Bhs say this month’s review will be similar to one carried out last Christmas.

A spokesman says the review needs to resolve “101 questions” and that it will encompass all aspects, including HHCL and the creative work it devised for this year’s campaign.

Bhs denies it has spoken to any other advertising agencies. The review is expected to be complete before the end of the year.

Last December, Bhs said its core womenswear sales were disappointing despite a campaign designed to lure shoppers into the stores.

Earlier this year, HHCL brought in Jo Burnyeat from Lowe Howard-Spink to head the Bhs account.

Latest from Marketing Week

Marketoonist on PowerPoint pitches

The Marketoonist

Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here Tom Fishburne will be speaking at the Festival of Marketing, which is taking place on 4 and 5 October at Tobacco Dock. To find out more information, including how to book tickets, visit […]

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here