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Harrods kicks off creative rethink.(Brief Article)
Harrods is reviewing its pounds 2 million creative account and plans to consolidate the business into one agency.
The Knightsbridge store has contacted The Haystack Group to help draw up a list of agencies. It is likely that three agencies, including Harrods' roster pairing of Ogilvy & Mather and Euro RSCG London, will take part in the final presentations.
O&M was added to the Harrods roster in December. The agency won the majority of the business, previously handled by Leagas Delaney, on a project basis.
Its debut work, which was unveiled earlier this year, was a press campaign to launch Harrods' contemporary fashion room, The Designer Studio.
At the same time, Euro RSCG London was awarded the creative brief to develop the store's January sale advertising campaign.
Leagas Delaney had been given the first attempt at the brief, but its ideas were rejected ...
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