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Matalan appoints Havas Media Group to strengthen ‘Real Life Ready’ brand positioning

Retailer Matalan has appointed Havas Media Group as its media planning and buying agency of record, following a competitive pitch.

Havas Media Group will now partner with Matalan on its omnichannel journey, leveraging the expertise of its core proposition Havas Media as well as the retail excellence of its ecommerce offering Havas Market. The partnership will see Havas Media Group develop media experiences across all channels to build on Matalan’s positioning as the ‘Real Life Ready’ retailer for UK families, drive new customer acquisition and support the continued growth of its Ecommerce business. 

Activity will aim to engage with the brand’s four core persona groups, identified through its 14m+ customer platform.

The engagement will begin in April 2022. 

The appointment follows the simplification of Havas Media Group’s offering under three distinct propositions, Havas Media, Havas Entertainment and Havas Market, last year. It is the latest in a series of wins for the group, which has also picked up new business from brands including Dolce&Gabbana, De Beers and UKTV, as well as gaining a place on the government’s communications roster. 

The Matalan business will be run out of Havas Media’s Manchester office, which already oversees the BBC media account. It represents continued growth for the Manchester agency following a number of new business wins representing an additional £25m in billings since 2021.

Jeff Howarth, Marketing Director, Matalan, said: “Havas Media Group stood out to us right from the start of the pitch process, quickly showing an impressive understanding of our business. Their focus was less on tools and processes and more on driving meaningful outcomes, which was a real validation of our own refined approach to media.”

Stuart Lunn, Managing Director, Havas Media Manchester, added: “Matalan is a hugely exciting partner for Havas Media Group. Our shared view of retail transformation, and ambition to lead the sector, make us an ideal match. Our brands have similar values, and our people have the same passion for delivering great work. We can’t wait to go on this journey together!”

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