Matalan has new media buying/planning agency to boost 'Real Life Ready' positioning

By

Nigel TAYLOR

Published
Mar 15, 2022

UK fashion and lifestyle retailer Matalan has appointed a new media and planning agency to handle its £20 million publicity machine. Havas Media Group has won a three-way pitch to head its media buying and planning capabilities from April.

The mission will be to build on the brand's omnichannel experience and continue Matalan’s positioning as the ‘Real Life Ready’ retailer, first launched last last spring, to showcase how Matalan’s clothes “make you feel as good as you look”.

Jeff Howarth, marketing director at Matalan, told Campaign magazine that Havas Media Group had stood out “right from the start” of the pitch process, and added: “Its focus was less on tools and processes and more on driving meaningful outcomes.”

Stuart Lunn, MD at Havas Media Manchester, also said: “Matalan is a hugely exciting partner. Our shared view of retail transformation, and ambition to lead the sector, make us an ideal match. 

The win marks the latest in a series for Havas Media Group, including Dolce & Gabbana.

Matalan is a regular national TV advertiser with its last campaign called ‘Love the Summer’, created by McCann Manchester, featured across prime time TV from May through to late July.