Digital department store Freemans has appointed the7stars to run its £25m media account, after a full review and repitch.
The process, which began in January of this year, saw incumbents iProspect seek to defend the business it had held for five years. The shortlist also included T&Pm and Havas Market alongside the7stars.
It comes as part of a transformation process from the retailer, following on from the launch of its ‘Made You Look’ rebrand, and the announcement it had dropped its paper catalogue for the first time in 118 years.
The review was led by Slick Media and the How To Buy a Gorilla Company.
Earlier this month, Freemans’ latest seasonal campaign ‘Destination Summer’ showcased the retailer as the go-to spot for customer needs at home and abroad.
Subscribe to Marketing Beat for FREE
Sign up here to get the latest Christmas ads and more sent straight to your inbox each morning
Chief customer officer Richard Cristofoli said: “Freemans is a very different business that it was the last time time the account was pitched.”
He added that the business had made “massive inroads” in its digital transformation journey, adding customer numbers.
“To continue to grow the business in a fiercely competitive market, the7stars clearly demonstrated a fully integrated, digital first approach that can add value- including practical applications of AI technology to drive performance,” he continued.
the7stars managing partner Nick Maddison said: “Freemans is a brilliant British online department store with a unique heritage and an impressive track record of digital transformation.”
“It is an exciting and challenging brief, and it is a privilege to be on board helping to drive their next phase of growth with the power of our independent thinking,” he added.
