BLJ lands £5m Littlewoods brief

Littlewoods has appointed Barrington Lorains Johnson (BLJ) to its £5m advertising account amid speculation that it is to reduce its catalogue portfolio.

Littlewoods has appointed Barrington Lorains Johnson (BLJ) to its &£5m advertising account amid speculation that it is to reduce its catalogue portfolio.

BLJ replaces Yellow M on the Index Extra and Littlewoods stores and catalogue businesses after a four-way pitch with J Walter Thompson Manchester, RSCR Direct Marketing and Different.

The review, which was revealed in Marketing Week (May 6), did not include Littlewoods’ remaining catalogue titles: Index, Janet Frazer and Hamper Mail.

The decision means the Index catalogue, which was last year the subject of a campaign worth almost &£1m, is a likely casualty of a strategic review expected before the end of the year. Littlewoods head of media services Tim Rogers, who conducted the agency review, says that no above-the-line work is planned for Index. He refused to comment on whether the brand would be dropped, saying: “A lot is being reviewed. All I will say is that everything is up in the air.”

Rogers says it is not yet known whether the &£5m retail spend will be increased following the new appointment.

The move comes as Littlewoods continues to integrate its retail operations following the merger of Index catalogue stores with the Littlewoods chain in June as part of a plan to save &£50m. In dropping numerous catalogue brands, Littlewoods is expected to make further savings and improve its branding strategy.

This follows the reorganisation of Littlewoods’ operations into just two divisions, pools and retail. In April, the &£8m media buying account for the pools division was centralised into Zenith (MW April 15).

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

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

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


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 are your guide.


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

Having problems?

Contact us on +44 (0)20 7292 3703 or email

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