®

TOP RETAIL AGENCIES

THE DRUM BELOW THE LINE AGENCY OF THE YEAR FOR YORKSHIRE 2010

RANKED NO.1

Call Glenn Patterson on 0113 275 3912 or email glenn@intermarketing.co.uk

INTRODUCING THE NEW BLACK

dmawe are a

member

Intermarketing OCT DrumAd 330x240.indd 1 23/09/2011 10:00

Steve Antoniewicz, MAnAging Director,

recoMMenDeD Agency regiSter

cover image: courtesy of stanley chow www.stanleychowillustration.comone of the illustrators behind manchester and salford illustrated

retAil MArketing03 tHe DrUM SEP.30.11 www.thedrum.co.uk

the life of a retail marketer is never dull and especially not at this time of year. the massive importance of the christmas trade in the uK retail calendar means a uniquely intense

period of activity, followed by a nervy wait for the results in January. and that’s before you even think about the January sales!

so as the uK gears up for our annual festival of consumption, our retailers have every right to be more nervy than usual. you don’t have to be robert Peston to know that most uK consumers are not feeling exactly flush right now and a comparatively frugal festive season might be ahead.

but regardless of low consumer confidence and the gloomy predictions, what’s clear is that mind-blowing sums continue to be spent by brands to get their share of our wallet.

later in this report there’s some more detailed information on advertising activity by some of the biggest brands in the various segments of the retail category but ponder on these numbers for now.

• In the week ending 25 December 2010, sales reached £3.36 billion in the grocery multiples* (Neilsen retail performance summary)

• The big four supermarket brands alone invested £130.4 million in media between October and Dec 2010.

that’s only one category of retail alone and doesn’t even include the likes of waitrose and m&s or the co-operative.

of course a big spend is no guarantee of a positive result and some big retail brands have suffered since last christmas. in

electrical retail, historic big spenders comet and dsg continue to struggle whilst in furniture retail habitat and homeform group have disappeared completely.

but whilst overall the climate might be tough, there is a break in the clouds. online. many retailers have experienced fantastic growth in online sales and are starting to recognise on the opportunity that brings.

for example, last year house of fraser recorded an overall increase of 8.5% in overall sales but a 120% increase in online shopping. Waitrose sales grew overall by 5.4% but online sales by 45%* (e-consultancy)

but the growth in online sales hasn’t been reflected by a proportionate increase in budget towards online media. for most retailers online still falls behind the more traditional brand-led forms of advertising and marketing.

so in difficult conditions who do the key retail brands trust with their budgets to deliver return on marketing investment? to answer that, take a look at some of the agencies included in this special report. each agency has demonstrated recent experience in retail marketing both on and offline. they also make a majority of their income from their work in the retail sector. and have all exceeded the service quality criteria set by rar.

RAR works with clients in retail and other categories to manage the sourcing and selection of the right agencies. To find out more about our service or to find agencies recommended for retail visit www.recommendedagencies.com.

With the current lack of consumer spend a constant worry for retailers, they are keener than ever to spend on marketing that will deliver.

shopping around

The Drum got an insight into retail from a cross-section of agencies, discovering that moves towards m-commerce is just one of the trends trailblazing its way into the future of the sector. The question we asked them was …

WhaT are The key TrenDs in reTail?

04retail marketing www.thedrum.co.uk SEP.30.11 tHe DrUm

meCRetailers don’t need a media man to remind them ‘It’s tough out there.’ Consumers want value whatever they are buying, but value isn’t always cheapest, and luxury retail can be good business.

23redConsumers are constantly connected via mobile internet. This puts the power in their hands as they use their phone to access a store’s website, their competitor’s website or price comparison sites. Retailers need to consider how to integrate mobile into each stage of the customer journey to deliver a seamless and enhanced shopping experience.

golley retailCreating the perfect shopper journey to simplify the shopping experience and increase sales at the point of purchase.

allen Design groupEthical transparency: customers are increasingly demanding to know the ethics behind the products.

aPS groupIncrease in online retail, decline of the high street especially in smaller towns and cities, the growth of “experience” shopping, localisation and integrated regionalisation (glocalisation), drive-through retail.

HtDlBranding will remain king!

Webexpectations We see more and more of our clients have a real desire to improve the sales performance of their website (conversion rate optimisation) and to really measure and understand how their online advertising is performing. Gone are the days of wanting their e-commerce websites to solely look ‘pretty’ now clients are pushing for better sales performance from techniques such as A/B and multivariate testing.

BJl groupContent driving engagement: Retail brands are adding value to not only big ticket items like electronics with user reviews, but also every day food products, with recipes, alternative ways to prepare and use the products...all encouraging potential customers to purchase and stretch their use of products.

Ware anthony rust ltdContinued growth of e-commerce is challenging the balance between bricks and mortar. There is a quest for retailers to offer consumers added value and reasons to buy other than reductions in price.

BlueleafRetailers are now looking to increase the amount of products sold online and are also encouraging customers to share what they’ve ordered on social networking sites, in particular Facebook.

the market CreativeUnderstanding shoppers and their behaviour has never been higher up the boardroom agenda. Real insights and tangible actions deliver sales and market share growth. Retailer success will come down to brand differentiation and connection with their customers through all the channels.

Bugler SmithWe are seeing a lot of work being done around multichannel retailing. Communicating different ways consumers can purchase products, from in-store to m-commerce, and the varying ways in which consumers can interact with these channels.

Design by DistractionSocial media and blogging has helped new products and styles spread faster than ever before with many companies also recognising the move to the handheld device market and developing apps accordingly.

Hicklin Slade & Partners limited t/a CrayonNear field communications (NFC) are going to allow people to pay for things by merely putting their card (and within the next year their phone) near a receptacle in order to transfer payment. New technologies are allowing companies to create new experiences using physical and online technology in store.

refinery marketing Communications ltdConsumer confidence is fragile. Cutting prices is not going to be enough – margins won’t allow it. Those retailers who keep themselves fresh, the restless types, the innovators, and the investors: they will get through it. Next are trialling a new home store concept. The Co-operative look to be pondering more acquisitions and have been trialling offering banking services in their Food stores. Morrison’s are looking at offering GP services – diversify or die!

hedgehog labMove to mobile as a premium channel for interaction.

Shoot the moon Design ConsultantsValue and values remain high on the agenda across the board. Even within the most specialist areas the need to ensure that the customer immediately recognises value for money has never been stronger. Despite the economic conditions, these areas have remained powerful influences on the consumers’ decisions and continue to be a key focus of brand communications.

thinking JuiceCost-cutting has been prolific across the space, but the speed at which clients are moving has also increased to keep pace with trading performance and competitor activity. What this means of course though, is differentiation and brand are increasingly important topics as retailers aim to leverage their reputations and relationships to trade through difficult times. It’s the most interesting, if not difficult, time in retail for decades.

retail marketing05 tHe DrUm SEP.30.11 www.thedrum.co.uk

CoolpinkIt continues to be all about the experience; Therefore brands will need to continue to look at this from the customers perspective. Insight continues to be key and increased interaction with consumers will pay dividends for many up and coming and chaser brands.

Wickedweb ltdGrowth in discount vouchers / Groupon promotions, online promotions, m-commerce, social networking/fans for brands/referrals, augmented reality (3D etc) to provide engagement online.

StrangeWe are pleased to see more and more companies really understand the benefits of strong optimisation programs and greater understanding of all the factors that go into making retail really work online.

06retail marketing www.thedrum.co.uk SEP.30.11 tHe DrUm

Billington CartmellDelivering short term tactical needs while ensuring more long term planning, ensuring integration across all channels and being constantly in tune with the mood of the nation.

WebexpectationsUnderstanding how to truly help clients to measure and improve the sales performance of their websites. Clients are becoming increasingly more sophisticated in their desire to push increases in online sales and for many agencies understanding how to deliver these increases is going to be a real challenge.

Bray LeinoDelivering best value against tight budgets. Understanding that the client isn’t always the customer.

McCann ManchesterConsumers are changing their behaviours so quickly that you need to be continually talking with and understanding customers otherwise you will risk giving retailers out of date insights

Bugler SmithBudget, and the nervousness around ensuring the investment in communications / marketing works hard.

Denvir MarketingSpeed to market, responsive delivery.

Design by DistractionOne of the biggest challenges is the compromise between near constant innovation whilst maintaining a solid brand identity.

DesignUKClient budgets, uncertainty in the market and aggressive client timelines.

Orange BusOne of the biggest challenges would be the ability to provide evidence to back up the lifetime value of any digital marketing activity, such as SEO, PR, product

research, and its impact on potential revenue generated via online stores and via footfall for the high street.

Golley RetailGetting brands and retailers to work together effectively. Educating brands that shelf back marketing is the way forward and ATL alone will no longer save the day!

HaygarthMaintaining cut-through on a reduced marketing spend, really understanding the post-recession consumer and maintaining long term value rather than resorting to short term price promotion.

hedgehog labTrying to justify increased costs in innovative future technologies like mobile which are investment in the future of digital but might not return instant results.

Influence Design Associates LimitedEnsuring greater returns on investment with reduced budgets. This is especially true at the high end of imported European interior design pieces, compounded by the exchange rate of the Euro.

Allen Design GroupCreating a unique point of difference to separate the customer from a very competitive market.

McCann Erickson Central LtdThe big challenge is to find creative solutions that make sure the offer is hero, but distinctive versus the competition, without diminishing the value of the brand.

ODDSuccessful multi-channel retailing and consistent brand messaging and communications across all those channels.

Shoot the Moon Design ConsultantsOutside strong on-brand creative; pace and a degree of intuition are key for a productive client relationship. It is all the more important to drive out efficiencies as much as possible whilst being mindful that the creative development is not compromised.

Stealth Intelligence LtdAll agencies face the same challenges, however those without technology face the greatest challenge as today’s digital world is faster than ever before.

The Market CreativeCommercial partnership – extended payment terms and inability to get key client insurance are just two of the pressures placed on agencies - that’s before you discuss the significant value that retailers demand from their partners.

The UnionMaintaining belief – ensuring that market share is grown in a tough market

Turn KeyBudgets. The economy is against us as people aren’t spending like they used to.

Webigi Digital SystemsDesign agencies branching into web development and charging massive amounts to do simple tasks making clients believe they are receiving a better service and product. We then come in and have to pick up the pieces.

Creative JarTighter budgets, higher expectation for ROI and growth; integration with offline platforms.

WhitespaceTest and learn – experience matters; understanding the consumer and having the correct data and research.

Code ComputerloveContinually creating new ways to drive quality traffic, and optimise the site conversion process once a user is on the site is really vital for us. You need to understand your client’s business better than ever – get to know what business pressures they are under is something to really understand as an agency today.

In these difficult times for the retail industry, what are the biggest challenges facing agencies working with clients in this sector? The Drum asks a number of agencies with retail experience to share their thoughts.

The bIggesT challenge facIng reTaIl?

RETAIL MARKETInG07 THE DRUM SEP.30.11 www.thedrum.co.uk

Amplify your brand

Visit www.shoot-the-moon.co.uk or contact Phil Marshall email phil@shoot-the-moon.co.uk telephone 0161 205 3311 Shoot the Moon, Concept House, Naval Street, Manchester M4 6AX Creative | Digital | Photography

STM-Amplify2011DrumSingleAd.indd 1 23/09/2011 12:16

Recent years have been difficult for the retail sector, with non-food retailers hit particularly hard. This year alone the Homeform Group went into administration, swiftly followed by Habitat, Jane Norman

and TJ Hughes, while Mothercare, Comet, Thorntons, Clinton Cards, Carpetright, Officers Club and Odd Bins all struggled too.

The food retail sector has remained relatively robust however, with Sainsbury’s and Waitrose performing particularly well owing to the growing ‘stay at home’ culture which has emerged from the financial downturn and driven consumption of premium food products.

Recent research by Mintel took a look at consumer habits, giving an insight into each of the main retail categories, with findings such as 54% of adults are set to switch to cheaper brands if the cost of their weekly grocery shopping rises by £10, while 44% would cut back on the quantity and 37% would switch to cheaper types of foods.

The research also revealed that 42% of meat-eaters have already switched to eating more poultry, fish and sausages instead of red meat to save money, while 34% have switched to supermarket own-label butter/spread to save money.

Here we take a look at Mintel’s findings for consumer behaviour in some of the main retail categories.

ALCOHOLIC DRINKSThe total alcoholic drinks sector saw value slide between 2006 and 2010, although looking forward this

is set to recover achieving an estimated 6.1% growth between 2011 and 2016. Mintel forecasts that the two major markets – beer and wine – will see a sales decline over the next five years.

FOOD AND DRINKOne of the biggest increases in consumer spending was seen in the in-home food sector, with 38% of Brits spending more on this category over the past year. Today, nearly nine in ten people (87%) feel that food prices had risen compared to a year ago, while 78% were more concerned about the rising prices than a year earlier.

TECHNOLOGYThe technology market has enjoyed a remarkable

growth between 2006 and 2010, with sales in all categories increasing fast, especially when it comes to audio visual (94% growth), computing and gaming (87% growth), and communications (71% growth).

BEAUTYThe beauty and personal care categories sported a healthy glow in the first decade of the new millennium, turning in growth of just over 50% in the ten-year period.

OVER THE COUNTERBetween 2011 and 2016, sales of complementary medicines are forecast to show the strongest growth of 60%, while other pharmaceutical products and vitamins and supplements are forecast to lag behind average growth in the total market (just 2% and 6% respectively).

CLOTHINGThe clothing and adornment sector has enjoyed healthy growth over the last ten years. Mintel estimates the value of the clothing and adornment market at just over £47.1 billion in 2010, an increase of 31% over the last decade.

FOOTWEARAccording to Mintel estimates, the footwear market was worth £4.3 billion in 2010, an expansion of 30% over the last decade. Last year witnessed an impressive performance from the footwear sector, with annual growth of over 8%.

Tightened purse-strings inevitably have an effect on the quantity and quality of products making their way into our shopping baskets. Here we take a look at the findings of a recent survey into the changing behaviors of British shoppers and the sacrifices some of us are making.

CONSUMER HABITS

RETAIL mARKETING09 THE DRUm SEP.30.11 www.thedrum.co.uk

TOP sPending ReTAiL AdveRTiseRs

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Last year the total advertising spend in the retail sector was £1.5bn, an increase of more than £200m on the previous year.

The ten biggest retail advertisers were responsible for more than half of this spend,

between them investing £775.5m in marketing.For the entire retail sector ad spend totalled roughly

£300m per quarter, with the exception of the fourth quarter where the festive season saw spend rise to almost £550m for the quarter.

TV and press were the biggest mediums for the top ten retail advertisers, with both mediums taking a 44% share of the total spend – £344.5m and £342m respectively. Investment in TV advertising increased 25% (£66.5m) from the previous year, resulting in the medium overtaking press.

Other mediums utilised by the retail sector, such as radio, outdoor and direct mail, saw a more even distribution of spend (between 3% and 4% of the top ten spenders’ total ad budgets) with the exception of internet which received only 1% (although this was up £1.5m on the previous year to £8.5m) and cinema which did not receive a notable share.

supermarket giants Tesco, Asda, sainsbury’s and Morrisons were all among the big spenders last year as the retail sector invested £1.5bn in advertising. Here we take a look at the breakdown of this spend and the mediums it went on.

all advertisers tOtal spend 2010ToTal £1.5bnTV £662mInTerneT £16mouTdoor £54.5mPress £633.5mradIo £64mCInema £3mdIreCT maIl £108.5m biggest spending tv advertiserTesCo sTores lTd £46m

biggest spending press advertiser TesCo sTores lTd £60m

biggest spendingdirect mail advertiser TesCo sTores lTd £13m

biggest spending radiO advertiser dFs FurnITure ComPany lTd £5m

biggest spending internet advertiser booTs uK lTd £2.5m

biggest spending OutdOOr advertiser The CarPhone Warehouse GrouP PlC £9m

tOp 10 tOtal spend 2010ToTal £775.5mTV £344.5mInTerneT £8.5mouTdoor £26mPress £342mradIo £21mCInema £1.5mdIreCT maIl £32m

INTERNET

DIRECT MAIL

OUTDORR

CINEMA

RADIO

TV

PRESS

tOp 10 retail advertisers 2010 TesCo sTores lTd £131masda sTores lTd £110.5mdFs FurnITure ComPany lTd £90.5msaInsbury’s suPermarKeTs lTd £73.5mWIllIam morrIson suPermarKeTs PlC £70mmarKs & sPenCer GrouP PlC £68.5marGos lTd £65mdIxons reTaIl lTd £56mbooTs uK lTd £56mb&Q PlC £55m

INTERNET

DIRECT MAIL

OUTDORR

CINEMA

RADIO

TV

PRESS

INTERNET

DIRECT MAIL

OUTDORR

CINEMA

RADIO

TV

PRESS

INTERNET

DIRECT MAIL

OUTDORR

CINEMA

RADIO

TV

PRESS

INTERNET

DIRECT MAIL

OUTDORR

CINEMA

RADIO

TV

PRESS

INTERNET

DIRECT MAIL

OUTDORR

CINEMA

RADIO

TV

PRESS

INTERNET

DIRECT MAIL

OUTDORR

CINEMA

RADIO

TV

PRESS

INTERNET

DIRECT MAIL

OUTDORR

CINEMA

RADIO

TV

PRESS

internet radio

direct mail tv

outdoor press

cinema

OTHER ADVERTISERS

WILLIAM MORRISON SUPERMARKETS PLC

TESCO STORES LTD

SAINSBURY'S SUPERMARKETS LTD

MARKS AND SPENCER GROUP PLC

DSG RETAIL LTD

DFS FURNITURE COMPANY LTD

BOOTS UK LTD

B&Q PLC

ASDA STORES LTD

ARGOS LTD

OTHER ADVERTISERS

WILLIAM MORRISON SUPERMARKETS PLC

TESCO STORES LTD

SAINSBURY'S SUPERMARKETS LTD

MARKS AND SPENCER GROUP PLC

DSG RETAIL LTD

DFS FURNITURE COMPANY LTD

BOOTS UK LTD

B&Q PLC

ASDA STORES LTD

ARGOS LTD

william morrison supermarkets plc

OTHER ADVERTISERS

WILLIAM MORRISON SUPERMARKETS PLC

TESCO STORES LTD

SAINSBURY'S SUPERMARKETS LTD

MARKS AND SPENCER GROUP PLC

DSG RETAIL LTD

DFS FURNITURE COMPANY LTD

BOOTS UK LTD

B&Q PLC

ASDA STORES LTD

ARGOS LTD

tesco stores ltd

OTHER ADVERTISERS

WILLIAM MORRISON SUPERMARKETS PLC

TESCO STORES LTD

SAINSBURY'S SUPERMARKETS LTD

MARKS AND SPENCER GROUP PLC

DSG RETAIL LTD

DFS FURNITURE COMPANY LTD

BOOTS UK LTD

B&Q PLC

ASDA STORES LTD

ARGOS LTD

sainsbury’s supermarkets ltd

OTHER ADVERTISERS

WILLIAM MORRISON SUPERMARKETS PLC

TESCO STORES LTD

SAINSBURY'S SUPERMARKETS LTD

MARKS AND SPENCER GROUP PLC

DSG RETAIL LTD

DFS FURNITURE COMPANY LTD

BOOTS UK LTD

B&Q PLC

ASDA STORES LTD

ARGOS LTD

marks and spencer group plc

OTHER ADVERTISERS

WILLIAM MORRISON SUPERMARKETS PLC

TESCO STORES LTD

SAINSBURY'S SUPERMARKETS LTD

MARKS AND SPENCER GROUP PLC

DSG RETAIL LTD

DFS FURNITURE COMPANY LTD

BOOTS UK LTD

B&Q PLC

ASDA STORES LTD

ARGOS LTD

boots uk ltd

OTHER ADVERTISERS

WILLIAM MORRISON SUPERMARKETS PLC

TESCO STORES LTD

SAINSBURY'S SUPERMARKETS LTD

MARKS AND SPENCER GROUP PLC

DSG RETAIL LTD

DFS FURNITURE COMPANY LTD

BOOTS UK LTD

B&Q PLC

ASDA STORES LTD

ARGOS LTD

b&Q plc

OTHER ADVERTISERS

WILLIAM MORRISON SUPERMARKETS PLC

TESCO STORES LTD

SAINSBURY'S SUPERMARKETS LTD

MARKS AND SPENCER GROUP PLC

DSG RETAIL LTD

DFS FURNITURE COMPANY LTD

BOOTS UK LTD

B&Q PLC

ASDA STORES LTD

ARGOS LTD

asda stores ltd

OTHER ADVERTISERS

WILLIAM MORRISON SUPERMARKETS PLC

TESCO STORES LTD

SAINSBURY'S SUPERMARKETS LTD

MARKS AND SPENCER GROUP PLC

DSG RETAIL LTD

DFS FURNITURE COMPANY LTD

BOOTS UK LTD

B&Q PLC

ASDA STORES LTD

ARGOS LTDargos ltd

OTHER ADVERTISERS

WILLIAM MORRISON SUPERMARKETS PLC

TESCO STORES LTD

SAINSBURY'S SUPERMARKETS LTD

MARKS AND SPENCER GROUP PLC

DSG RETAIL LTD

DFS FURNITURE COMPANY LTD

BOOTS UK LTD

B&Q PLC

ASDA STORES LTD

ARGOS LTD

dsg retail ltd

OTHER ADVERTISERS

WILLIAM MORRISON SUPERMARKETS PLC

TESCO STORES LTD

SAINSBURY'S SUPERMARKETS LTD

MARKS AND SPENCER GROUP PLC

DSG RETAIL LTD

DFS FURNITURE COMPANY LTD

BOOTS UK LTD

B&Q PLC

ASDA STORES LTD

ARGOS LTD

other advertisers

OTHER ADVERTISERS

WILLIAM MORRISON SUPERMARKETS PLC

TESCO STORES LTD

SAINSBURY'S SUPERMARKETS LTD

MARKS AND SPENCER GROUP PLC

DSG RETAIL LTD

DFS FURNITURE COMPANY LTD

BOOTS UK LTD

B&Q PLC

ASDA STORES LTD

ARGOS LTD

dfs furniture company ltd

10retail marketing www.thedrum.co.uk SEP.30.11 tHe DrUm

nticcreativegraphicsshopfitatlanticgroup

ENGAGING FOOD ENVIRONMENTSDESIGN • BRANDING • POS INTERIOR DESIGN • MENU COMMUNICATION

INSPIRED PRINT SOLUTIONSSIGNAGE • DIGITAL PRINT MENUS • BANNERS • LIGHT BOXESINTERIOR AND RETAIL SOLUTIONSMINOR ALTERATIONS TO COMPLETE REFIT

01884 842 842 enquire@atlanticgroup.co.uk www.atlanticgroup.co.uk

Here’s a few of our current clients:

6 7 8 9 10

# Company Name Total Radio TV Press Outdoor Internet Cinema Direct

Spend Spend Spend Spend Spend Spend Spend Mail

1. Tesco sTores LTd £130,803,050 £1,772,725 £46,263,757 £60,231,830 £7,364,101 £1,346,195 £779,235 £13,045,205

AgeNCIeS uSeD: 3d sTudios, Arc inTegrATed MArkeTing LTd, Bd neTwork LTd, eHs 4d group LTd, eMery McLAven orr LTd, grApe digiTAL LTd, HArvesT digiTAL LTd, iniTiATive MediA London LTd,

inTernATionAL posTer MAnAgeMenT LTd, Like A river BrAnd Agency, pennA coMMunicATions, speed coMMunicATions, THe red Brick roAd, wArL group LTd, wdMp LTd, wHippeT uk LTd

2. AsdA sTores LTd £110,304,087 £3,405,798 £41,870,162 £58,264,847 £5,915,411 £64,297 £0 £783,571

AgeNCIeS uSeD: BJL group LTd, cArAT LTd, coLuMns design, FALLon London LTd, FisHBurn Hedges, Freud coMMunicATions LTd, Fuse 8 group LTd, Here&now365 LTd, MAdeBypi

3. dFs sTores £89,139,036 £4,798,635 £35,996,661 £48,299,257 £6,903 £993,794 £0 £37,579

AgeNCIeS uSeD: BriLLiAnT MediA group LTd, direcT MediAcoM, puBLic LTd, uBer Agency

4. sAinsBury’s superMArkeTs LTd £73,232,512 £2,953,053 £34,534,241 £27,662,840 £791,230 £539,506 £0 £6,751,642

AgeNCIeS uSeD: ABBoTT MeAd vickers BBdo LTd, AkQA LTd, cAke group LTd, pHd MediA LTd, resource experience LTd, sTArcoM MediAvesT group uk, Tcs MediA (pLAnning & Buying) LTd, TuLLo MArsHALL wArren LTd

5. wiLLiAM Morrison superMArkeTs pLc £70,172,446 £753,316 £30,012,319 £37,991,848 £905,992 £465,995 £0 £42,975

AgeNCIeS uSeD: AccessABiLiTy MArkeTing LTd, BiLLingTon cArTMeLL LTd, dLkw Lowe, Mec, Mec inTerAcTion

6. MArks & spencer group pLc £68,548,522 £1,540,267 £31,102,235 £25,115,603 £8,671,030 £937,921 £0 £1,181,466

AgeNCIeS uSeD: AccessABiLiTy MArkeTing LTd, Asg LTd, Bd neTwork LTd, BecAuse LTd, cLArk MckAy & wALpoLe LTd, eArTH, Fox kALoMAski LTd, proFero LTd, rAiney keLLy cAMpBeLL roALFe/young & ruBicAM LTd, THe TeAM BrAnd coMMunicATions LTd, wALker MediA LTd, wiLLiAM LAwrence AdverTising LTd

7. Argos LTd £64,836,063 £1,482,713 £35,794,020 £26,998,482 £361,960 £177,411 £0 £21,476

AgeNCIeS uSeD: cHi & pArTners LTd, crAFT work MArkeTing, FournineTy LTd, inFocus MArkeTing & design, iris worLdwide LTd, MesH MArkeTing LTd, MeTeoriTe MArkeTing LTd, MindsHAre MediA uk LTd, THe BLAck HoLe creATive coMpAny LTd, THe coMMunicATions Agency LTd

8. dixons reTAiL LTd £56,031,004 £192,119 £38,010,208 £13,544,894 £1,310,122 £906,432 £0 £2,067,230

AgeNCIeS uSeD: goLLey sLATer group LTd, M&c sAATcHi pLc, r.o. eye LTd, sTeAk LTd, THe TeAM BrAnd coMMunicATions LTd, wALker MediA LTd, wAx coMMunicATions LTd

9. BooTs uk LTd £55,859,722 £1,704,122 £22,984,818 £19,359,298 £381,538 £2,664,897 £746,391 £8,018,658

AgeNCIeS uSeD: grAnd union coMMunicATions LTd, JoHn AyLing & AssociATes LTd, LidA LTd, MoTHer LTd, oMd uk LTd

10. B&Q pLc £55,212,309 £2,478,728 £27,800,774 £24,665,970 £178,378 £88,459 £0 £0

AgeNCIeS uSeD: AccessABiLiTy MArkeTing LTd, dAre LTd, Fox kALoMAski LTd, HH & s group LTd, iMA group LTd, MccAnn-erickson AdverTising uk LTd, MeridiAn ouTdoor AdverTising LTd, wAA LTd, ZeniTHopTiMediA LTd

Source: The NielSeN compaNy (full year figureS for 2010)

retail marketing11 tHe DrUm SEP.30.11 www.thedrum.co.uk

Golleyretail-Drum-30.09.indd 1 26/09/2011 13:40

Golleyretail-Drum-30.09.indd 1 26/09/2011 13:40

Fom purchasing ethically grown food products to clothing products which have been produced fairly, ethics are influencing consumer behaviour more than ever before.

In the wake of London Fashion Week, and the predictable controversy of skinny models once again thrown into the mix, it seems appropriate to take a look at one high-street retailer which went the other way and embraced individuality.

2010 saw the launch of the Debenhams Inclusivity Campaign. The award-winning campaign has gained extensive coverage and prestige for celebrating the female physique and showcasing imagery that is both inspirational and realistic to modern British women.

The campaign includes the use of size 16 mannequins in a flagship store, a disabled model featuring in window photography, un-airbrushed photography in a window display and the use of older models in campaign photography.

In 2010 Debenhams focused on making its creative materials inclusive of all women.

The inclusivity campaign kicked off in February to coincide with London Fashion Week. The main PR objectives were to: • Generate discussion about size in the run up to

London Fashion Week• Raise awareness of Principles’ return to the high

street, at DebenhamsIn keeping with most fashion retailers, Debenhams tended to use size 10 mannequins, however as 42% of its sales come from size 14-16 garments, it felt it needed to provide larger mannequins to engage with the customer base. Debenhams trialled size 16 mannequins in the flagship Oxford Street store and asked customers to provide feedback on their opinions. Next to the mannequins was displayed a sign saying ‘I’m a size 16, would you like to see more of me?’An exclusive was secured with the London Evening Standard, and following the exclusive, a press sell-in was arranged. The mannequins were popular and the campaign generated positive feedback in-store. Since then, Debenhams has decided to roll them out further in 2011. The move was praised by eating disorder charities and peer groups. Jo Swinson, Lib Dem MP and co-founder of Campaign for Body Confidence, welcomed the move, saying: ‘It’s great news thatDebenhams will be using images of real women who have not been digitally manipulated to advertise their newswimwearrange.’

Disabled people have often been under-represented in the media. 2010 saw Debenhams become the first high street retailer to break the taboo of using disabled models in campaign photography. Following an approach from Nikki Fox and Natasha Wood, both disability campaigners and presenters from the hit Channel 4 show ‘How to Look Good NakedWithADifference’,ShannonMurray,whohasusedawheelchair since an accident in her teens, appeared in window photography and online.

The story was picked up by a wide spread of national newspapers, including; The Independent, The Sun, The Daily Mail and The Mirror as well as generating international and online coverage.

In the pilot campaign Shannon joined three other models to launch the new Principles by Ben De Lisi range. The campaign was trialled in Debenhams Glasgow, Guildford, London - Oxford Street andNottingham.

CASE STUDY: DEbEnhAmSThis case study was submitted as part of The Drum marketing Awards 2011, and illustrates how Debenhams won over consumers with its refreshing campaign involving models perhaps not typically seen in fashion imagery.

14retail marketing www.thedrum.co.uk SEP.30.11 tHe DrUm

CASE STUDY: DEbEnhAmSFollowing the huge positive response from the

trial, the campaign was rolled out to all 160 stores in September 2010 and disabled models will continue to be implemented in Debenhams photography going forward.

The mainstream fashion industry is saturated with airbrushed images of flawless models, creating unrealistic expectations for consumers. In summer 2010 Debenhams took the bold move to remove airbrushing from images, building on previous campaign activity by launching summer swimwear lines with unaltered imagery. As the feedback from customers and the press was so positive they have now banned all unnecessary technology from retouching photography.

High fashion and high street imagery is dominated by models under 25 who appear in advertising, in magazines and at point of sale. However, with women over the age of 40 forming a substantial percentage of its customer base, Debenhams was keen to take further measures to establish inclusivity credentials and use older models to better represent Debenhams customers. Therefore in launching A/W 2010, Debenhams took the initiative to use three models in their 40s, 50s and 60s in their Oxford Street window, to resonate with the older customer.

The campaign named ‘the Style List’ was an industry first and saw Debenhams join forces with fashion commentator and diversity campaigner Caryn Franklin. The style list has given ongoing solutions, advice and guidance on how 40+women can achieve any desired look whether it be evening, day or weekend wear. This campaign was delivered in stores, online and through photography used by Debenhams.

Debenhams’ use of disabled model, Shannon Murray earned Debenhams the Most Inspirational Campaign Award at the 2010 AMI Awards.

All initiatives have been very well received, gaining national and international coverage across all mediums. The campaign increased brand awareness and gained online, print and television coverage both nationally and internationally.

TesTimonial“Retailers do have the power to take a stance on digital manipulation. Fashion and beauty imagery that is honest is absolutely crucial for all women to see. I’m delighted that Debenhams has taken the lead here and customer feedback will no doubt validate this important step”. Caryn Franklin, fashion commentator and broadcaster.

This case study was submitted as part of The Drum marketing Awards 2011, and illustrates how Debenhams won over consumers with its refreshing campaign involving models perhaps not typically seen in fashion imagery.

Debenhams’ Principles by Ben de lisi range features sharon murray

reTail markeTing15 THe DrUm SEP.30.11 www.thedrum.co.uk

23reddescription: IntegratedHQ: LondonTurnover: £6.3mPercentage of turnover from retail clients: 20%retail clients: Boots, Ikea, La Senza, Marks & Spencer home, Post Office, Bluewater

Allen design grouPdescription: MarketingHQ: BarnsleyTurnover: £1.2mPercentage of turnover from retail clients: 70%retail clients: Triumph International, Puma, Burton, Sandwich King, Laura Ashley

APs grouPdescription: POS production and procurementHQ: Manchester, London, Edinburgh and EindhovenTurnover: £43mPercentage of turnover from retail clients: 38%retail clients: Superdrug, The Co-operative, Adidas, Philips, Radley+Co, Bathstore

Big CommuniCATionsdescription: AdvertisingHQ: LeicesterTurnover: £8.4mPercentage of turnover from retail clients: 40%retail clients: Holland & Barrett, Domino’s Pizza, Joules Clothing, Blockbuster, Miele

BillingTon CArTmelldescription: MarketingHQ: London and EdinburghTurnover: £28mPercentage of turnover from retail clients: 29%retail clients: Morrisons, Threshers, Boots, Esso, Early Learning Centre, Tesco, Woolworths

BJl grouPdescription: AdvertisingHQ: ManchesterTurnover: £5.8mPercentage of turnover from retail clients: 21%retail clients: ASDA, Littlewoods Shop Direct, Trafford Centre, Dunnes Stores

BlueleAfdescription: DigitalHQ: CheshireTurnover: £1mPercentage of turnover from retail clients: 50%retail clients: Laura Ashley, Debenhams, Next, Bhs

BluesTorm design & mArkeTingdescription: MarketingHQ: MeltonTurnover: £2.8mretail clients: Hornsea Freeport, Fullolife Pet Care, Maurice Mason

BrAy leinodescription: IntegratedHQ: Filleigh, Barnstaple, Bristol, London, Chester and EdinburghTurnover: £50mPercentage of turnover from retail clients: 5%retail clients: Superdry, Albemarle Bond, The Royal Mint, The Gro Company, Timberland, Ben Sherman

Bugler smiTHdescription: AdvertisingHQ: ManchesterTurnover: £300kPercentage of turnover from retail clients: 100%retail clients: American Golf, Mothercare, New Look, Universal Music, Claire’s

CliCk Here digiTAl lTddescription: DigitalHQ: LondonTurnover: <£500kPercentage of turnover from retail clients: 90%retail clients: UK SAP, Beat The Brochure, Fruit For The Office, Finest Man & Van, Cafe Music Studios

Code ComPuTerlove lTddescription: DigitalHQ: ManchesterTurnover: £4mPercentage of turnover from retail clients: 20%retail clients: McArthurGlen, HMV, Waterstones, Matalan, Hillarys, Beaverbrooks, Benefit

CoolPinkdescription: Digital marketingHQ: Leedsretail clients: DFS, Bensons for Beds, Sleepmasters, Asda

CreATive JArdescription: DigitalHQ: ReadingTurnover: £1.4mPercentage of turnover from retail clients: 25%retail clients: Homebase, Gossard, Pretty Polly, Berlei Buy Sheds Furniture Point

denvir mArkeTingdescription: MarketingHQ: StirlingTurnover: £2mPercentage of turnover from retail clients: 35%retail clients: Tesco

design By disTrACTiondescription: DesignHQ: Lincolnshire and NottinghamshireTurnover: £1.2mPercentage of turnover from retail clients: 20%retail clients: Marks & Spencer, B&Q

designukdescription: DigitalHQ: LondonTurnover: £1.3mPercentage of turnover from retail clients: 65%retail clients: Jaeger, Hobbs, New Look, Galt Toys

digiTAl six lTddescription: DigitalHQ: EdinburghTurnover: £200kPercentage of turnover from retail clients: 80%retail clients: Trespass, Nevisport, The Whisky Barrel

16reTAil mArkeTing www.thedrum.co.uk SEP.30.11 THe drum

In this challenging time for retail clients, finding the right agency is crucial. The Drum in association with RAR has compiled a list of the top RAR-recommended agencies with retail experience in the UK.

AGENCY OVERVIEW

retail marketing17 tHe DrUm SEP.30.11 www.thedrum.co.ukk

FlUiD CreativityDescription: DigitalHQ: Manchesterturnover: £800kPercentage of turnover from retail clients: 40%retail clients: Swell UK, Office Giant, Cartridge World, Christy Towels

golley retailDescription: Shopper MarketingHQ: Leedsturnover: £4.2mPercentage of turnover from retail clients: 80%retail clients: Procter & Gamble, Nestle, Cereal partners, ASDA, Morphy Richards, Everton FC

Hallam CommUniCations ltDDescription: DigitalHQ: Nottinghamturnover: £500kPercentage of turnover from retail clients: 25%Retail clients: Sea-band, Beads Direct, Drinks626

HaygartHDescription: Sales PromotionHQ: Londonturnover: £12.2mPercentage of turnover from retail clients: 23%retail clients: H. Samuel, Ernest Jones, La Senza, Majestic Wine, Cancer Research, World Duty Free,

HeDgeHog labDescription: DigitalHQ: Newcastle Upon Tyne and Londonturnover: £350kPercentage of turnover from retail clients: 20%retail clients: Inkredible, Mobile App Creations

HiCklin slaDe t/a CrayonDescription: MarketingHQ: London and Basingstoketurnover: £20.4mPercentage of turnover from retail clients: 50%retail clients: Sony, Forevermark, Diageo, Laithwaites, Ted Baker, Honda, Honda Motorcycles Europe

HtDlDescription: AdvertisingHQ: Henleyturnover: £1mPercentage of turnover from retail clients: 25%retail clients: Unipart, Screwfix, Geberit

inFlUenCe Design assoCiatesDescription: DesignHQ: Stockportturnover: £250kPercentage of turnover from retail clients: 40%retail clients: Great Universal Stores, Virgin, Kro, Infogrammes, Ocean Software, Innerform

intermarketingDescription: DesignHQ: Leedsturnover: £10.4mPercentage of turnover from retail clients: 35%retail clients: Adidas, Reebok, Tie Rack, Helly Hansen, next Directory, La Redoute, Littlewoods, Very, Isme

mb aDvertising & marketingDescription: MarketingHQ: Sheffieldoverall turnover: £14mPercentage of turnover from retail clients: 95%retail clients: Ford Retail, Co-operative Motor Group, Marshall

mCCann eriCkson CentralDescription: AdvertisingHQ: Solihullturnover: £44mPercentage of turnover from retail clients: 30%retail clients: Vauxhall Retail, Jessops, Lloydspharmacy, MFI, The Perfume Shop, Thornton’s.

mCCann manCHesterDescription: AdvertisingPrestbury and Manchesterturnover: £76.8mPercentage of turnover from retail clients: 75%retail clients: Aldi, Wickes, Clarks, Liverpool One, Holiday Inn, Peugeot Dealers

meCDescription: Media planning and buyingHQ: Manchester and Londonturnover: £70mPercentage of turnover from retail clients: 15%retail clients: Morrisons, ATS, Spar, Land Securities, Wickes

oDDDescription: DesignHQ: Londonturnover: £2mPercentage of turnover from retail clients: 60%retail clients: Westfield, Lacoste, New Look, Nike, Uniqlo, Dr Martens, Lend Lease, O2, Vodafone

orange bUsDescription: DigitalHQ: Newcastle Upon Tyneturnover: £650kPercentage of turnover from retail clients: 35.5%retail clients: Sage, Tommee Tippee, Tippitoes, Spin CDs, Team Hell, Soleheaven

the team at refinery has worked on retail clients including tesco, Dreams and the Co-operative

Award winning retail communications

eCommerce / websites / motion graphics branding / packaging / advertising

999DESIGN.COM

ª

Contact Richard Bissland or Jude Kerrigan

richard.bissland@999design.comjude.kerrigan@999design.com

Telephone 0141 332 2684www.999design.com

WORLD LUXURY BRAND

AWARDS 2010 FINALIST

VICTORIA BECKHAM WEBSITE

999DESIGN.COM

GLASGOW • LONDON • MANCHESTER • RIGA

Shopping around for a new agency?Try one for size at recommendedagencies.com. You’ll find information and insight on suppliers at every size (small, medium and large) and in every marketing service. And every one of them comes pre-qualified by client references, so you’ll have the confidence to make the right choice.

Of course if you’d prefer you can access our equivalent of the personal shopper. We’ll give you the discreet and objective advice you need to choose the agency that fits perfectly. So if you’re planning an agency review, call Steve Antoniewicz on 0845 004 5626.

Contact us on 0845 004 5626 or on enquiry@recommendedagencies.com

тм

retail marketing19 tHe DrUm SEP.30.11 www.thedrum.co.uk

refineryDescription: MarketingHQ: Manchesterturnover: £6.1mPercentage of turnover from retail clients: 23%retail clients: Tesco, Ryman, Dreams, The Co-operative, JD Williams, Webb Ivory

SeeD CommUniCationSDescription: MarketingHQ: Worcesterturnover: £250kPercentage of turnover from retail clients: 85%retail clients: Selfridges, Lloydspharmacy, Homebase, Cutty Black

SHoot tHe moonDescription: DesignHQ: Manchesterturnover: £1.1mPercentage of turnover from retail clients: 65%retail clients: Lakeland, Thomson Airways, Pets at Home, Ryman, ASDA

StealtH intelligenCe ltDDescription: SEOHQ: Manchester and Londonturnover: £2.5mPercentage of turnover from retail clients: 10%

StrangeDescription: Creative digital marketingHQ: London and Bournemouthturnover: £2.5mPercentage of turnover from retail clients: 41%retail clients: Superdry, Animal, Avery Brand and Print, Logic 3

tHe market CreativeDescription: AdvertisingHQ: Manchesterturnover: £300kPercentage of turnover from retail clients: 90%retail clients: Sharps, Moben Kitchens, Dolphin, M&S, Aldi, Magnet, Iceland, Stationery Box

tHe teamDescription: DesignHQ: Londonturnover: £10.6mPercentage of turnover from retail clients: 20%retail clients: Harrods, eBay, Carphone Warehouse, The Body Shop, Timberland, Universal Music

tHe UnionDescription: AdvertisingHQ: Edinburgh and Leedsturnover: £10mPercentage of turnover from retail clients: 15%retail clients: Sterling Furniture, Staples Superstores, Vogue Furnishing

tHe WorkSHoP ltDDescription: DesignHQ: Sheffieldturnover: £3mPercentage of turnover from retail clients: 30%retail clients: Morrisons, John Lewis, John Smedley

tHinking JUiCeDescription: Integrated HQ: BournemouthPercentage of turnover from retail clients: 40%retail clients: Animal, Staples, ASDA, Euronics

tomorroW PeoPleDescription: DigitalHQ: Birminghamturnover: £270kPercentage of turnover from retail clients: 20%retail clients: Westfield London, Highcross Leicester

tUrn keyDescription: MarketingHQ: Leedsturnover: £980kPercentage of turnover from retail clients: 10%retail clients: The Met Quarter, Victoria Quarter (Leeds), Thomas Sabo, N Peal, Connoisseur Cashmere

Ware antHony rUSt ltDDescription: AdvertisingHQ: Cambridgeturnover: £2.4mPercentage of turnover from retail clients: 14%retail clients: Multiyork Furniture, Musicroom, Van Hage

WebexPeCtationSDescription: Conversion Rate OptimisationHQ: Berkshireturnover: £1.4mPercentage of turnover from retail clients: 70%retail clients: Mizuno Golf, L’Oreal, Diageo, Carte Blanche Greetings

Webigi Digital SyStemSDescription: DigitalHQ: Cambridgeturnover: £70kPercentage of turnover from retail clients: 100%retail clients: Foster Refrigerator, Barnes and Mullins, Cambridge Cognition, Delta-T Devices, C3

WHiteSPaCeDescription: DigitalHQ: Edinburghturnover: £1.8mPercentage of turnover from retail clients: 40%retail clients: Tennents Lager, Wiseman Dairies, Highland Spring, The Scotch Malt Whisky Society

WiCkeDWeb ltDDescription: DigitalHQ: Londonturnover: £2mPercentage of turnover from retail clients: 50%retail clients: Cosmetics a la Carte, Kurt Geiger, Mitre International, Miss Sixty, All Saints

(clockwise) the turn key team, whose clients include thomas Sabo; Code Computerlove, whose clients include Waterstone’s; and Webexpectations, whose clients include Diageo

Wobblers!

Admiral House, 117 High Street, Berkhamsted, Hertfordshire. HP4 2DJ+44 1442 873777 howellpenny.com

Getting people’s attention is difficult. Converting shoppers to customers

is even harder – but that’s what we do. We work with some of the UK’s

biggest and aspiring retailers – from helping to launch a new retail brand,

to shopper marketing, instore design, sales promotion, POS, CRM, digital

and advertising. In fact, anything to help you sell more – even wobblers!

4140 HP drum advert.indd 1 23/09/2011 12:20

THE DRUM SEP.30.11 www.thedrum.co.uk KNOWLEDGE BANK21

CHRis PENNyFounding Partner,howell Penny

CATCHiNG AND FEEDiNG yOUR iN-sTORE ELEPHANTs is ViTAL FOR RETAiL sUCCEss

Who’s the elephant in your store?Before I explain the art of catching a herd of elephants in your store, I thought I’d start with a few facts that many retail marketeers appear to forget, judging by the relatively small percentage of marketing spend devoted to in-store marketing versus other more ‘sexy’ channels, such as television, radio and digital.

Let’s start with some factsTwo key facts – 70% of brand selections are made in-store and 68% of buying decisions are unplanned. Even if these facts are out by a percentage or three, they should be enough for any marketeer to re-evaluate the amount of time, effort and budget devoted to that ‘moment of truth’ – the moment at which the customer decides to buy or not to buy; the moment when a retailer can physically touch the customer.

So who is the elephant?If I was to ask you how many shoppers walk into your store every day who don’t buy – would you know the answer?There you go. That’s what we at Howell Penny call the elephant in the store – the shopper who has made the decision to walk into your store, interact with your products, people and processes…yet leaves without buying anything.Now we know who the elephant is – and I think we all know there are plenty of them – all you need to do is catch their eye and persuade them to purchase your goods or services. Simple, no?

The art of elephant catching!The disappointing (but unsurprising) truth is that there is no ‘silver bullet’ to convince your elephants to open their wallets or purses and spend in-store. Having said that, over the years, we have determined 9 key C’s (9C’sTM) which will help you convert your elephants from unrealised sales to customers, even loyalists, by feeding them 9 key ingredients.

So what do you need to feed the elephants?ConvenienceAll elephants like their retailers to be convenient. They like to park close by or have easy access using good transport links. They also like to have good proximity to other shops and when they go in-store they like wide doors and aisles; available baskets and trolleys and checkouts that are open, fast and easy.

CompassOK, so navigation would have been a better word but it doesn’t start with ‘C’. Elephants need to be able to easily navigate to what they are looking for or they give up easily. A sympathetic store layout, clearly defined categories and good product groupings all help an elephant open their purse or wallet.

CompatibleThere are all types of elephants – reluctant ones, bargain hunters, hungry ones, even desperate ones. If you don’t know what type of elephant is attracted to your products or services as well as which types shop in-store, then you need to spend time understanding the type of products and services, quality, range and pricing that attract them.

CleanAll elephants love cleanliness. They like uncluttered stores, with not too many similar products and neatly stacked shelves. The same is true of the sales staff – keep ‘em clean to make elephants keen! I won’t even mention the changing rooms and restrooms! (Doh!)

howell Pennyt: 01442 873 777e: chris.penny@howellpenny.comw: www.howellpenny.com

ComfortAs well as cleanliness they also like their comfort. If an elephant is comfortable, then they’ll stay longer! Make sure you have the right refreshments, seating, aroma, music and heating. Get it right and you’ll not be able to push them out the door.

ClarityElephants may have good eyesight (yes, I know they don’t, but just stay with me here), but they want the product benefits and value to be clearly displayed. They want to be helped with their decision-making. This means that ratings or reviews are good, as is product differentiation – such as confirming which products are new, in clearance, latest technology etc.

ColleaguesDon’t underestimate the power of your store staff, or colleagues as we rightly like to call them nowadays. They are essential to your success. They not only represent your brand, they also help your elephants to choose, look them in the eye and ultimately take money off them! They need to become brand evangelists to put your elephants in buying mode.

ContactElephants are very inquisitive animals. They like to touch and experience the products they are thinking of buying. The more elephants can get their “trunks” on, the better!

CelebrateLast but not least, elephants like a sense of theatre when they enter a store. They are a sucker for a promotion, a surprise, a seasonal sale, a demonstration, new product or even an affinity tie-in – there really is nothing an elephant likes more than a party – so make sure there is a party everyday in your store!

So there you go. Nine easy ways to catch an elephant – if you don’t feel like you can catch them all on your own, please call Howell Penny, AKA ‘The Elephant Catchers’.

To find out more about them, and more detail on their retail experience, visit www.recommendedagencies.com or call us on 0845 004 5626.

10 Associates11 Out Of 102020 Agency23red3 Monkeys Communications383 Project3bit Studio Ltd3Degrees Agency3x1 Public Relations45b4D Design9xb LimitedAbsolute Media Solutions LtdAbstrakt Creative Adept DesignAdvertising Synergy Advertisingworks Scotland Ltdagenda21 digital ltdAlienation DigitalAllen Design GroupAloha Design LtdAlt Design Answer Marketing LtdAppetite Approach PRAPS Group Armadillo Creative LtdArmcom Communications LtdArnold Jones Associates Design LimitedArtemis Marketing LtdArticle 10 Presentations LtdAscensor LimitedASM DevelopmentASPECT design & marketingAtlantic CreativeAvenue DesignAYO MediaBaabaa Design LimitedBaber Smith plcBaconinflate Limitedballoon dogBanc Media LtdBareface MediaBarques DesignBeautiful mindsBelieve in Bentley Holland and Partnersbh CreativeBig Cat GroupBig Communications LimitedBig Dot Media LimitedBillington Cartmell LtdBing ProductionsBJLBLAC AgencyBlack Apricot CreativeBlack Zest SolutionsBlacksheepBlendBLISSBlowfish Digital LtdBlue Monkey Marketing LtdBlue Nectar Design ConsultantsBlue Stag StudioBlueleafBluerose MarketingBluestorm Design & Marketing BlumilkBolland & Lowe limitedBoomerang PR LtdBoost MarketingBOTTLE PRBottletopBrandFour LtdBrassBray LeinoBreakfast Agency LtdBreatheBright DigitalBrightsourceBrowndogBugler SmithBurgopakC21 Creative Communications Ltd Caboodle StudioCapital Consultation LtdCaratCarpe DiemCatch DigitalCDPW

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Choose retail suppliers with confidenceтм

All of the agencies below have been highly rated by at least three of their clients, so you know that they have delivered results. If you need sound support in retail, these agencies have proved their know-how.

Spotlight on recommended agencies with retail experience www.recommendedagencies.com

Communicate UK LtdTel: 0121 423 5010

Location: Birmingham

Web: www.comunicateuk.com

Recommended for: Design, Print production, TV/Video production

Bugler SmithTel: 0161 212 1373

Location: Manchester

Web: www.buglersmith.co.uk

Recommended for: Events, TV/Video production

CreatefulTel: 01202 853 724

Location: Bournemouth

Web: www.createful.com

Recommended for: Design

Strange Corporation LimitedTel: 01202 203160

Location: London, Bournemouth

Web: www.strangecorp.com

Recommended for: Brand Strategy, Design, Digital

Howell PennyTel: 01442 873777

Location: Hertfordshire

Web: www.howellpenny.com

Recommended for: Brand Strategy, Corporate Communications, Design, Digital, Events

Webexpectations Tel: 0845 2450 408

Location: Berkshire

Web: www.webexpectations.com

Recommended for: Design, Digital

Line Tel: 0131 524 3260

Location: Edinburgh

Web: www.line.uk.com

Recommended for: Digital

SEED CommunicationsTel: 01386 792 700

Location: Bath, London, Worcester

Web: www.seed-communications.com

Recommended for: Brand Strategy, Design, Direct Marketing, Market Research

Perspektiv GroupTel: 0115 950 0510

Location: Nottingham

Web: www.perspektiv.co.uk

Recommended for: Advertising, Brand Strategy, Design, Digital, Direct Marketing, Media Buying, Print Production

hedgehog labTel: 0191 265 3102

Location: Newcastle Upon Tyne

Web: hedgehoglab.com

Recommended for: Digitalhedgehog lab