Connectpoint Advertising has been appointed by Next Directory to develop a TV campaign for the brand, Adline can reveal. The marketing team at the catalogue brand held a three-way pitch towards the end of 2005.
The appointment marks a significant shift in direction for Next Directory, which last appeared on TV in 1998 with McCann Erickson Manchester. The new campaign is anticipated to launch in Spring 2006.
The Gate in Manchester has been tasked with producing the commercials, with Bluey Durrant on directing duty. Meanwhile, media planning and buying will be handled by MediaVest Manchester.
Nick Bradshaw, group managing director of Connectpoint, stated: \"This brief could not be more perfect for us as it plays to our creative strengths and insight into the minds of contemporary fashion-conscious women, backed by our strong retail credentials. It is a pleasure to be working on such an iconic brand that is a huge influence on the look and feel of British fashion.\"
The mail order arm of Next was launched in 1988 with a hardback book containing 350 pages. The Sprint/Summer 2006 book, which features clothing and products for the home, has over 970 pages. The online element to the brand was introduced in 1999 and the entire book is now available online.
In further good news for the Manchester-based agency, Connectpoint has also been appointed to handle the £5.8 million integrated communications programme for Compass Finance Plc. The sub-prime specialist is currently looking to reshape and refresh its brand and identity following a recent new management change.
Connectpoint’s brief includes TV and press advertising, on- and offline direct marketing and PR.
Bradshaw added: \"This is a great opportunity for Connectpoint as it allows us to flex our integrated offering, TV production status and excellent financial services credentials. We are looking forward to being able to deliver a sophisticated multi-channel strategy. In the market they are in, there’s an opportunity for a fit and focused player to shake it up and Compass Finance has the management, the appetite and the resource to make it happen.\"