Grey Communications has been appointed to the 10m through-the-line account for home shopping company Freemans, following a final three-way pitch last week.
The agency beat through-the-line specialist Barraclough Hall Woolston Gray and incumbent agency The Target Practice-Sutch Webster to the business.
Grey Advertising will work alongside Grey Direct on the creative work and strategic planning of the account, while media buying remains with direct response advertising specialist Mansfield Lang Direct Media.
Spend is likely to remain focused below the line, but it is estimated Freemans spends 6m above-the-line each year on consumer and national press advertising targeting women.
The mail order operation is also believed to be considering a limited TV campaign.