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House of Fraser, the department store group, is moving its pounds 5

million creative account out of D'Arcy.

D'Arcy has worked for House of Fraser for more than nine years but the

store has told the agency that it wants a different approach.

Meg Gilmore, House of Fraser's marketing director, confirmed that it

will be parting company with D'Arcy. She has already lined up another

agency but refused to name it until after the split.

The majority of House of Fraser's spend backs its main brand with press,

outdoor and London Underground ads supporting products including

cosmetics and electronic equipment. It has also produced work for House

of Fraser subsidiaries including Barkers, Army & Navy, DH Evans and

Dickins & Jones.

House of Fraser's most recent campaign, which was rejected last month by

London Underground, was not produced by D'Arcy but House of Fraser

refused to say which agency created the work. The ad promotes two

clothing ranges, Linea Direction for men and Therapy for women.

D'Arcy's campaigns for House of Fraser have included posters for the

launch of its store in Bluewater showing men and women submerged in

water and the 'eye opening' campaign for Barkers featuring models with

products in place of their eyes.

Barry Cook, the managing director at D'Arcy, was not available for

comment.