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.

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.