Interviews, insight & analysis on digital media & marketing

Freemans switches media account to the7stars 

Freemans, the digital department store, announced today that it had completed its full review and media account re-pitch worth £25m and had appointed the7stars.

The process started back in January this year and saw incumbents iProspect defend the business, which it had held for five years, alongside a shortlist that included Havas Market, the7stars and T&Pm.

Freemans has moved towards becoming a digital pureplay and announced in Autumn 2023 that it dropped its paper catalogue after 118 years.

Richard Cristofoli, chief customer officer, Freemans, said: “Freemans is a very different business than it was the last time the account was pitched. We’ve made massive inroads on our digital transformation journey while adding customer numbers and growing ahead of the market. Something that has been delivered with enthusiasm and passion by everyone in the business.”

“It is that same passion for the business and the Freemans’ brand from the team at the7stars that was very evident throughout the process alongside shared values of openness, flexibility, and transparency.

“To continue to grow the business in a fiercely competitive market, the7stars clearly demonstrated a fully integrated, digital-first approach that can add value- including practical applications of AI technology to drive performance. At the same time as congratulating them, I would also like to take the opportunity to thank everyone who participated in the pitch and to thank iProspect for their support over the last five years” added Richard.

Nick Maddison, Managing Partner, the7stars, said: “Freemans is a brilliant British online department store with a unique heritage and an impressive track record of digital transformation. It is an exciting and challenging brief, and it is a privilege to be on board helping to drive their next phase of growth with the power of our independent thinking “

The How to Buy a Gorilla Company and Slik Media lead the media review.