Online retailer Freemans is set to launch a full review and media agency pitch for the first time in five years, in a move which will allow other agencies to pitch for the account.

The account is currently held with iProspect but the creative review, which will be led by The How To Buy A Gorilla Company and Slik Media, comes as the digital department store goes on an aggressive transformation journey.

The incumbent iProspect has been put on notice but will be invited to repitch, with Freemans anticipating that the review will be complete and a contract awarded in spring 2024.

The store recently dropped its paper catalogue after 118 years as well as launching a new look and feel under the guise of ‘Made You Look’.

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“After five years with iProspect, we feel it’s an appropriate time for a review. Freemans is a vastly different business from the last time the account was pitched – our media budget then sat across multiple brands with 45% investment in paper,” said Freemans chief customer officer Richard Cristofli.

“Today we are focused on Freemans’ continued reinvention as a vibrant digital department  store. The business has more than doubled in size compared to three years ago with treble the number of customers. Last October we also announced the end of the catalogue marking the brand’s transition into a digital pureplay”.

He added: “It’s clear we have a very different brief and requirement going forward to support our continued growth. To deliver this, within a fiercely competitive market, we need to ensure that we have the very best tools, talent and tech available and this is exactly what the review will bring.”