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AdWorld Roundup: Accounts

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Shop Direct Takes The Cake

Shop Direct, the owner of digital retail brands such as Very and Littlewood's, recently named the Cake group as its retained PR agency following a competitive pitch. Lee Publicity will contain to be kept on retainer as Shop Direct's PR agency for fashion and product placement. Cake will be tasked with devising consumer PR strategies to drive traffic and sales across Shop Direct's portfolio of online stores. They will be working closely with the brand's in-house PR, SEO and social media teams, creating smart, integrated campaigns.

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Shop Direct, the owner of digital retail brands such as Very and Littlewood's, recently named the Cake group as its retained PR agency following a competitive pitch

Cake will be reporting to Ben Cooper, the head of PR and social at Shop Direct. He said they were “Looking for first rate creativity, backed up by a solid knowledge of the modern PR landscape” and that they met with a lot of agencies during the extensive review process. He said they settled on Cake, because the team proved they could “Not only deliver innovative strategies, but ones layered with the creative flair which can drive real business change.” Jim Dowling, managing director at Cake, calls the Shop Direct account “A dream brief,” praising the Liverpool-based company as a “Digitally-innovative retailer,” with a “Socially engaged audience.” He singles out the rapid growth of Very.co.uk and Littlewood's' “Transformation into a digital retailer,” as reasons why they are so excited to get started with the new partnership.

OMD given the Go-Ahead

The international transport group Go-Ahead has reappointed OMD to handle the media planning and buying account for its rail franchises, with the global media communications agency retaining the £10 million account after a pitch against Arena Media and Mediacom. Go-Ahead, who also operate numerous regional bus franchises in the UK, has worked with OMD since 2009. Gillian Singh, group marketing director of the Go-Ahead Group, said the company is pleased to extend their relationship with OMD UK, and added that “With a history of great work together and some big ideas ahead, this is an exciting time for The Go-Ahead Group.”

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Go-Ahead has reappointed OMD to handle the media planning and buying account for its rail franchises

Droga5 score Australian Netflix

Though the popular streaming service Netflix has yet to launch in Australia, it's been reported that Droga5 were handed creative and social media duties for the brand in Australia earlier this week, with We Are Social, who handle the account in the US and the UK, handling social media. In terms of media, MEC is the agency of record for Netflix internationally, but it's not yet clear if the local MEC agency in Australia will also be working on the account. It's unclear when Netflix is expected to launch in the region, but it had a successful launch in France earlier this year, with Ogilvy Paris given the nod for the marketing campaign.

It's been reported that Droga5 were handed creative and social media duties for Netflix in Australia earlier this week

Benjamin Hiorns is a freelance writer and musician from Kidderminster in the UK.

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