WCRS picks up Freemans catalogue

Freemans has appointed WCRS to the 1.6m launch account for its upmarket catalogue, reported to be called Names.

WCRS scooped the business, following a two-way pitch, which also involved GGT.

Lucie Scott, Freemans Direct general manager, confirms the appointment of WCRS, but refuses to give further details.

Plans to launch the catalogue were first revealed in Marketing Week (March 12). It will be targeted at young, AB women and it is understood that it will offer clothing ranges by designers including Diesel, Tommy Hilfiger, John Rocha and Ralph Lauren.

Michaelides & Bednash is working on the media strategy for the launch project, advising on how to communicate to a new target market.

Freemans media buyer Mansfield Lang will also be handling the buying for the new catalogue. It pitched for the task in March.

Sources say the project may be an attempt to raise Freemans’ profile ahead of flotation, which parent Sears claims will take place within the next two years.

Last November, Littlewoods’ 367.5m bid to buy Freemans was blocked following recommendations by the Monopoly & Mergers Commission.

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