CDP beats McCann and WARL to £4m Matalan

Matalan, the discount retailer which is enjoying booming sales, has awarded its creative account to CDP after a three-way pitch.

The chain, which shortlisted McCann-Erickson Manchester, J Walter Thompson and incumbent Willox Ambler Rodford Law, as well as CDP, is to embark on a TV campaign worth up to &£4m.

CDP won the account after a pitch against McCann and WARL. JWT declined to pitch because of client conflict with JWT Manchester’s BAA McArthurGlen designer outlet account.

The move follows a leap in sales at Matalan, which owns 100 discount clothing stores selling own-label and cut-price branded lines to members who pay a &£1 joining fee.

Sales for the seven weeks to November 27 were up by 43.9 per cent on the same period for last year. The company announced this week it is to expand its out-of-town stores by about 33 per cent next year.

It is understood the competing agencies presented three separate TV executions focusing on building recognition of the Matalan brand, while emphasising the convenience of its out-of-town stores and value-for-money positioning.

Media, which was awarded to Carat Manchester last July (MW July 2 1998), is unaffected.

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