New Harvey Nichols marketing boss Deborah Bee (below) is, indeed, a busy one. Hours after dumping multi-award winning creative agency adam&eveDDB she’s moved the high profile account to Omnicom stablemate TBWA, with whom she’d worked at Harrods.
Bee says: “Adam&eveDDB have created amazing, award-winning campaigns, but it’s time for a change. We are looking for an alternative to brand campaigns, for a more targeted approach.”
TBWA London CEO Sara Tate, who joined the agency with CCO Andy Jex and CSO Anna Vogt in October last year, says: “I know we can deliver great creative work, Andy is a world class creative director. But this is also about helping them strategically. We’ve got a really strong data capability and we’re starting work by looking at a customer segmentation for them.”
A&E, which is nearly four times as big as TBWA in London, might take issue with that. We observed earlier that data would emerge in Harvey Nichol’s explanation of the agency switch and it has. They’re all math men (and women) now it seems.
Good job A&E declined the invitation to move to Omnicom Towers on London’s South Bank where TBWA now resides. Things could have got messy.