Liberty axes agency as profits drop

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Liberty, the historic London store, has fired its advertising agency Dampier Communications, and is in the process of looking for a new marketing director.

The agency was hired in January 1995, to handle creative work for the store with its sister shop, Muji, after Liberty split with Bartle Bogle Hegarty, on an account worth nearly 400,000 (Register-MEAL).

Profits have plummeted at the upmarket retailer, prompting a management shake-up and widespread restructuring, which includes the closure of its loss-making chain of 20 regional shops.

Dampier Communications is understood to have been fired by former chief executive Patrick Austen, who was himself replaced three months ago by ex-Sears director Ian Thomson. Thomson decided not to revoke his predecessor’s decision.

Thomson refuses to confirm Liberty was looking for a replacement agency and says:”Until I have got a marketing director, it would be premature to speculate.”

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