MFI Retail has pulled its advertising and media accounts from M&C Saatchi and ZenithOptimedia into full service agency McCann Erickson Birmingham. The move is understood to have followed problems securing credit insurance on its £26m media spend.
It is understood that Zenith Optimedia refused to pre-pay for MFI’s media because of its lack of insurance, forcing it to move to another media agency. The furniture retailer is thought to have approached M&C Saatchi sister agency Walker Media in a bid to consolidate the account before turning to the Birmingham-based full-service shop.
M&C Saatchi won MFI’s advertising business from Publicis in December 2006 and was responsible for its recent “family argument” campaign. However, the retailer was rapped by the ASA for a specific ad showing a wife hitting her husband in a toilet-seat row (pictured). Zenith Optimedia successfully repitched for the media account last year.
ZenithOptimedia retained the MFI media planning and buying business in September last year, following a pitch against Walker Media. It had held the account since the merger of Zenith Media and Optimedia in 2002. MFI had been a longstanding Optimedia client before that.