iProspect secures bigger briefs from Freemans Grattan

freemansFreemans Grattan Holdings – the company behind home shopping brands Freemans, Kaleidoscope, Curvissa and Grattans – has handed iProspect UK a two-year extension of its media partnership.

The Dentsu-owned agency first started working on the account ten years ago and will continue to manage strategy, planning and buying across all media for the Bradford-based retail group.

Freemans Grattan, which is owned by the Otto Group, can trace its roots back to 1905 and the launch of the first home shopping catalogues. It is now aiming to transform all of its brands into leading digital retailers.

iProspect is focused on helping accelerate this transformation as it focuses on its ongoing overhaul of the Freemans brand, which offers clothing, electrical products, home and garden, beauty and financial services.

The extended partnership will see a continued expansion into new channels for Freemans, informed by a test and learn programme, supported by Dentsu’s measurement solutions.

iProspect runs the account being out of its Manchester office. In 2022, the agency worked with Freemans to secure the retailer’s first ever broadcast and radio sponsorships, partnering with ITV1’s Loose Women and Smooth FM respectively.

Across the last two years Freemans has delivered a complete reimagination of its business with the aim of becoming the digital department store of choice.

As well as a refreshed brand identity, the retailer has bolstered its product offer to deliver a bigger, better range of well-known third party brands across home and fashion, complemented by its own brand offer from Aniston, Bon Prix, Lascana and Kaleidoscope.

In addition, designer exclusive ranges from the likes of Julien Macdonald, Henry Holland, Abigail Ahern, Siobhan Murphy and TV stylist Mark Heyes have been added.

Freemans Grattan chief customer officer Richard Cristofoli said: “iProspect has been a key partner, adapting to our new strategic direction as we focused on the relaunch of Freemans into the market as a pureplay digital department store.

“The past two years have seen Freemans delivering above market growth, taking market share and our media partnership has played a crucial role in that.”

iProspect UK client managing director Heidi Kenyon-Smith added: “We’re incredibly proud of our long-standing, successful partnership with Freemans Grattan. We’ve worked together for over a decade and every year the work becomes more advanced and creative, thanks to our trusted partnership, their bravery and the drive behind their continued business transformation.”

The move comes just weeks after European online shopping giant Zalando consolidated its global media account into iProspect, following a competitive pitch.

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