The high-street retailer's marketing director Jim Shannon has asked a number of agencies from different disciplines to develop ideas for promoting the brand more effectively in its 120 stores. The company has decided against spending significant sums on above-the-line ads this year.
The agency review follows Littlewoods' £750m take-over by the reclusive Barclay brothers last autumn and the separation of management for the company's home shopping and stores divisions.
Susan Murray, a former Littlewoods marketing director and ex-Diageo marketer, was promoted to chief executive of the high street division.
Littlewoods' last major TV work was a £7.5m campaign that launched in March 2001 under the strapline 'Littlewoods Would'. It aimed to communicate the competitive pricing and choice available in its stores and catalogues.
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