The dentsu UK&I, digital-first agency will continue to manage strategy, planning and buying across all media for the Yorkshire based retail group.
Through its deep brand and performance expertise, iProspect is focussed on helping accelerate FGH’s transformation as it focuses on its ongoing reinvigoration of Freemans as a leading digital retailer with a powerful brand, exciting product and compelling financial services offer.
The extended partnership will see a continued expansion into new channels for Freemans, informed by a rigorous test and learn programme, supported by dentsu’s market leading measurement solutions.
iProspect has worked with FGH for over 10 years, with the account being led by specialists in Manchester. In 2022 iProspect worked with Freemans to secure the retailer’s first ever broadcast and radio sponsorships, partnering with ITV1’s Loose Women and Smooth FM respectively.
Heidi Kenyon-Smith, MD Client, iProspect UK said: “We’re incredibly proud of our long-standing, successful partnership with FGH, led from our Manchester office. We’ve worked together for over a decade and every year the work becomes more advanced and creative, thanks to our trusted partnership, FGH’s bravery and the drive behind their continued business transformation.”
Richard Cristofoli, Chief Customer Officer, FGH said: “iProspect has been a key partner, adapting to our new strategic direction as we focused on the relaunch of Freemans into the market as a pureplay digital department store. The past two years have seen Freemans delivering above market growth, taking market share and our media partnership has played a crucial role in that.”
Across the last two years Freemans has delivered a complete re-imagination of its business that reached every single touch point on the journey to deliver its ambition of being the digital department store of choice.
As well as a refreshed brand identity, the pureplay retailer has also bolstered its product offer to deliver a bigger, better range of well-known third party brands across home and fashion, complemented by its own brand offer from Aniston, Bon Prix, Lascana and Kaleidoscope. In addition, designer exclusive ranges from the likes of Julien Macdonald, Henry Holland, Abigail Ahern, Siobhan Murphy and TV stylist Mark Heyes have been added.
This has resulted in Freemans delivering growth significantly ahead of the UK market.