House of Fraser to review 9m ad and media accounts

House of Fraser is reviewing its £9m advertising and media planning and buying accounts, and has invited incumbent agencies Hooper Galton and Starcom to repitch.

It is understood that the brief will include brand campaigns for designer ranges such as Linea Home as well as advertising for its chain of stores.

The review is part of a drive by brand director Matt Chambers to revitalise the department store, which is facing increased competition from rival department stores including Marks & Spencer and John Lewis.

Chambers says: “House of Fraser has had new owners since 2006 and now is an appropriate time to review the business and also some of our long-standing relationships. I will be looking at both our creative and media accounts and pitch them against the best in the market.”

Chambers, who also heads media and customer communications, spent 20 years at M&S in commercial and marketing roles. During his tenure as M&S head of advertising, the retailer launched the “I’m Normal” campaign, which featured a naked size-16 model running up a hill. Chambers left M&S in 2001.

The House of Fraser pitch also comes weeks after the department store, taken private in 2006 by a consortium led by Icelandic investor Baugur, announced strong Christmas trading, bucking the general sector trend. Like-for-like sales for the retailer for the five weeks to January 3 increased 2.4% on the same period last year. Gross profit over the same period was also up on the previous year.