JML invites four to pitch for £12m media account
BRAND REPUBLIC 16.03.2007
LONDON - Household goods retailer JML has put its £12m media planning and buying account, currently handled by ARM-Direct, out to pitch.
The company, which sells its domestic and industrial goods through high-street retailers including Asda, Boots, Woolworths, Robert Dyas and also through its own JML Direct television channel, has shortlisted the incumbent PHD, MediaCom and Total Media to pitch for the business.
JML increased its media spend significantly towards the end of 2006 as the result of a new retail strategy, which has allowed the company to increase marketing budgets for 2007.
Ken Daly, deputy managing director at JML, said: "If, for every pound we spend on media, we generate more than a pound in gross profit there is no limit to our advertising budget. This is a very exciting time for JML who have enjoyed massive growth over the past few years."
JML currently concentrates on daytime TV advertising, which it uses in conjunction with its large network of in-store screen media. The advertiser is looking to move outside daytime advertising as budgets continue to grow, and expects to expand into peak time television advertising along with outdoor, radio and press.
Last week the retailer re-launched its shopping channel JML Direct TV. After a period of running this channel is eeZee TV, JML is realigning it with their retail business and website, JMLdirect.com. JML Direct, channel 657 can be found on the Sky platform and will be re-branded later in the year. |
