Littlewoods.com goes back to the well: Second review in less than a year

Steve’s breakdown: Here we go again! Littlewoods.com, the online retailer responsible for producing last year’s most controversial Christmas TV campaign, is again on the hunt for an advertising agency to handle its $13.5 million business.

LIVERPOOL, UK: Marketers from the retailer have directly approached agencies to gauge their interest in working on the account.

The review marks the second time in the space of ten months that the Shop Direct-owned brand has put its business up for pitch.

In April last year, Littlewoods announced that it was reviewing the account, then held by Leo Burnett. The agency had created a campaign using Coleen Rooney as the brand ambassador.

After a three-month process that included Dare, Beattie McGuinness Bungay, St Luke’s and VCCP, Littlewoods.com decided to take the business in-house using freelance creatives.

The in-house team came up with the much-criticised Christmas TV ad that featured children singing about the presents their mothers had bought them. Some viewers slammed the spot for revealing that Father Christmas did not exist, while users of the Mumsnet website complained that it encouraged consumerism, urged mothers to indulge in spending sprees on credit and fueled gender-role stereotyping.

However, the Advertising Standards Authority said that it did not breach its code.

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