Grey set to lose £12m ShopSmart business

Grey looks likely to lose the £12m creative account for ShopSmart, the UK’s biggest online shopping portal, after Barclaycard agreed to buy the company this week.

The creative account and the media account, handled by MediaCom, are likely to go to BMP DDB and OMD UK respectively, Barclaycard’s creative and media agencies.

Under the terms of the undisclosed deal, Barclaycard will merge ShopSmart with its online shopping portal IndigoSquare. The two portals will create the UK’s largest online shopping centre. The site would carry Barclaycard’s branding, and add ShopSmart’s 1,000 retailers to the 100 signed up with IndigoSquare.

IndigoSquare was launched in November, with a £10m marketing campaign created by BMP DDB. Media was bought by OMD UK.

A Barclaycard spokesman says it is too early to speculate on advertising arrangements, but confirmed that, if the deal goes ahead, the two portals will be amalgamated.

IndigoSquare’s offer has already been accepted by 72.5 per cent of ShopSmart’s shareholders and the portal’s remaining shareholders have 28 days to accept.

ShopSmart signed a £3m deal last year to sponsor Channel 5’s peak-time movies, and attracts 500,000 visitors every month. A TV campaign through Grey last year aimed to position the site as the consumer’s advocate in all age and social groups.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

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

THE BEST CONTENT

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.

THE BIGGEST ISSUES

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.

PERSONAL AND PROFESSIONAL DEVELOPMENT

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 3711 or email subscriptions@marketingweek.com

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