Carat wins £23m Shop Direct direct-response business

Carat has won the £23m direct-response media planning and buying account for BarclayÂbrothers-ownedÂhome shopping company Shop Direct.

Carat has won the £23m direct-response media planning and buying account for BarclayÂbrothers-ownedÂhome shopping company Shop Direct.

Shop Direct owns brands such as Marshall Ward, Abound, Kays GU, Choice and Additions Direct (the catalogue formerly known as Argos Additions, which is now distributed through Boots).

Carat pitched against three agencies, thought to include incumbent Universal McCann Manchester. The brief will focus predominantly on press activity, both inserts and off-the-page.

Universal McCann is understood to have been retained to work on the Big Book Occasion.

Last year, Shop Direct spent £23.4m on media, including £11m on press and £11.6m on direct mail, according to figures from MMS.

Manchester-based Shop Direct was formerly part of GUS, and known as ARG Equation. It changed its name after being bought by the Barclays through their company, March. The Competition Commission finally cleared the deal in January after an investigation.

Analysts had been expecting the commission to block the deal on grounds of unfair competition, as the brothers already had a catalogue business which, together with Shop Direct, gives them 28 per cent of the home shopping market and 73 per cent of the agency mail-order market.

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

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

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest 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 will be 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.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

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