Cheetham wins £10m Phones4U
Phones4U, part of the Caudwell Group, has appointed Cheetham Bell JWT to handle the &£10m creative account for its retail business.
The agency is understood to have pitched against McCann-Erickson Central, based in Solihull, Redman Jones and BDH TBWA, which handles the &£20m advertising account for Phones4U Direct, the off-the-page business.
Incumbent MKP Performance Marketing claims to have resigned the business. MediaVest Manchester will continue to handle the media account for Phone4U.
Cheetham Bell, which recently merged with JWT’s Manchester office, is to devise an umbrella brand strategy that will support the Phones4U store opening programme. The programme is likely to include a TV and national press advertising campaign.
Cheetham Bell JWT chief executive David Bell says: “It’s a dream start for the new agency – picking up such a high profile account in the first month.”
Phones4U, which has plans to increase the number of its stores from 130 to 300, is doubling its advertising spend from &£5m in a bid to raise awareness of its brand name.
Phones4U head of retail marketing Julian Neal says: “We need an exceptional creative campaign that puts Phones4U top of the list for anyone considering purchasing or upgrading their mobile phone.”
Neal is keen to pursue high profile sponsorship opportunities in the same league as Southern Comfort’s tie-up with Big Brother.
Phones4U retail is testing new retail concepts, selling products other than mobile phones and accessories, such as laptops, digital cameras and a series of electrical gadgets.
