Prior to the switch the majority of the reported £7m spend is believed to have resided in Manchester with MediaCom North - where the team handled ten of the retailer's online brands, including Kays, Choice and GUS. Neo@Ogilvy in London managed the flagship Littlewoods Direct brief, standing in the way of MediaCom achieving a complete clean sweep of the business.

Speaking to How-Do about the move, Hales explained: “There’s nothing sinister about the transfer of the accounts and we were satisfied with the performances of both agencies.

“However, going forward it’s no secret that we have plans to drive more and more of the business online and it made sense to do that with one, consolidated team – the best agency for the job. So, we asked a selection of agencies to pitch and it was Unique that impressed us the most.”

Hale also confirmed that the spend was now set to rise as the Merseyside based firm surged forward in the hope of achieving annual sales of £750m online within the next two years. A statement that will undoubtedly make the loss harder to bear for MediaCom and Neo, both of whom are said to have re-pitched for the account.

Littlewoods currently turns over in the region of £2billion and employs a workforce of 18,000. The reclusive Barclay Brothers bought the business in 2002.

http://www.littlewoods.com/

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