JML, the consumer products brand and retailer, is reviewing its £12m media planning and buying account, which is currently with All Response Media. It has invited the incumbent to repitch alongside MediaCom, PHD and Total Media.
The review comes as the company relaunches its shopping channel from eeZee TV to JML Direct TV. A rebrand of the channel is planned for later in the year.
The company, which sells its products in a range of stores such as Robert Dyas and Asda as well as its TV channel, increased its media spend at the end of last year to support its new retail strategy.
JML currently uses daytime DRTV advertising, which directs consumers to stores where products are available. This is further supported with in-store TV promotions. It is now considering expanding into press, outdoor and radio.