Empire Direct to review £2m media business

Empire Direct, the online retailer of discount electrical goods for the home and the car, is gearing up for a review of its &£2m media planning and buying business. The account is currently held by All Response Media, part of Havas.

The company will also be looking at its creative agency arrangements.

In the past Empire Direct has usually created work in house, but it is understood to have asked Havas shops Euro RSCG London and sister PR agency Biss Lancaster to work on various projects. It has also previously turned to EHS Brann Leeds and Digital Clarity.

Although the review is not expected to take place until early next year, Empire Direct is understood to be willing to accept approaches from agencies at an early stage, ahead of a formal pitch.

It is not known if the incumbents will be involved.

Empire Direct is planning an expansion drive for its retail outlets in the coming year. It now has 15 sites in the UK following the acquisition of six stores from rival Miller Brothers’ administrator BDO Stoy Hayward.

Miller Bros is still looking to offload a further 13 shops after the retailer’s management team bought its head office, internet business and Doncaster outlet, safeguarding around 100 jobs.

One of Empire Direct’s main ambitions is to be within a 45-minute drive of all UK consumers, as it continues to expand its high-street chain to bolster the established online brand, which specialises in sales of discount electrical goods for the house and car.

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