House of Fraser agency pitches fly in the face of reality

Hope springs eternal in the ad business – as it does in retailing.

Three agencies – Creature, Who Wot Why and The&Partnership – are reportedly pitching for UK department stores group House of Fraser even though there might not be one very soon.

The company is on the brink of collapse after failing to raise extra funds from the Chinese owners of Hamleys Regent Street toyshop although Philip Day of Edinburgh Woollen Mill Group, which also owns value retailer Peacocks and what’s left of Jaeger and Austin Reed, is reportedly considering a bid.

The other mooted saviour is Sports Direct’s Mike Ashley, not noted for his belief in brand building.

Even if Day does ride to the rescue he’s unlikely to stick with the old management’s marketing plans for the very good reason that there’s little sign that they worked. Day is a bargain hunter not a believer in advertising either.

Pitches took place yesterday it seems, which almost defies belief. What did they talk about?

Well they used to call August the silly season.

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