FGH and iProspect ink two-year extension of media partnership

The partnership will focus on reinvigorating retailer Freemans with new channels and test and learn strategy to become the digital department store of choice.

Retail group Freeman Grattan Holdings (FGH) has extended its media partnership with iProspect by another two years. The extension sees iProspect, part of dentsu UK&I, managing strategy, planning and buying across the group.

iProspect will be focusing on reinvigorating Freemans as a leading digital retailer, by expanding into new channels for the brand and adopting a stringent test and learn programme.

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 pure-play 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.”

Fresh approaches to position ‘digital department store’

FGH and iProspect have collaborated for more than 10 years and last year the partnership secured Freeman’s first broadcast and radio sponsorship, for the ITV panel show Loose Women panel and Smooth Radio.

Freemans has refreshed its brand identity and bolstered its product offer over the past two years, with a mission to become ‘the digital department store of choice. It has added more brands across fashion and homewares, including from designers Julien Macdonald, Henry Holland and TV stylist Mark Heyes. The additions sit alongside its own brands which include Bon Prix and Kaleidoscope.

James Bailey, CEO, iProspect UK said: “We truly cherish working with FGH whose marketing team makes a considered case for supporting the long-term health of their brand alongside immediate, sophisticated media activation. We're grateful to them for running the opportunity to renew in line with the Positive Pitch Pledge, setting the challenge for their incumbent in the spirit of true partnership.”