John Ayling picks up £8m Allders business after three-way battle

Allders, the department store chain, has appointed John Ayling Associates to its &£8m media buying and planning account after a three-way pitch.

The move replaces Zenith Media on the account following a pitch between John Ayling, BJK&E, and Feather Brooksbank. Zenith did not repitch for the business.

The appointment will take effect from April, when Zenith’s contract expires.

Allders marketing director Larry Thompson says: “This is a further step in the process of centralising our marketing activity and enables us to target the Allders brand more coherently.”

John Ayling will work with Allders’ in-house creative team and RPM3, which won the lead creative business from Bates UK last July.

Allders’ local press advertising is still handled in-house, while RPM3 looks after broadcast and outdoor work.

Allders spent &£5m on advertising last year, but is expected to increase its spend to about &£8m over the next year.

The chain operates 37 stores, comprising 20 department stores and 17 Allders at Home outlets selling solely furnishings, homeware and furniture ranges.

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