iProspect UK and Freemans Grattan Holdings extend media relationship

iProspect UK and Freemans Grattan Holdings extend media relationship

iProspect UK and Freemans Grattan Holdings (FGH) today announce a two-year extension of their long-standing media partnership.

The dentsu UK&I, digital-first agency will continue to manage strategy, planning and buying across all media for the Yorkshire based retail group.

Through its deep brand and performance expertise, iProspect is focussed on helping accelerate FGH’s transformation as it focuses on its ongoing reinvigoration of Freemans as a leading digital retailer with a powerful brand, exciting product and compelling financial services offer. 

The extended partnership will see a continued expansion into new channels for Freemans, informed by a rigorous test and learn programme, supported by dentsu’s market leading measurement solutions. 

iProspect has worked with FGH for over 10 years, with the account being led by specialists in Manchester. In 2022 iProspect worked with Freemans to secure the retailer’s first ever broadcast and radio sponsorships, partnering with ITV1’s Loose Women and Smooth FM respectively.

Heidi Kenyon-Smith, Client MD, iProspect said:

“We’re incredibly proud of our long-standing, successful partnership with FGH, led from our Manchester office. We’ve worked together for over a decade and every year the work becomes more advanced and creative, thanks to our trusted partnership, FGH’s bravery and the drive behind their continued business transformation.”

Richard Cristofoli, Chief Customer Officer, FGH said:

“iProspect has been a key partner, adapting to our new strategic direction as we focused on the relaunch of Freemans into the market as a pureplay digital department store. The past two years have seen Freemans delivering above market growth, taking market share and our media partnership has played a crucial role in that.”

Across the last two years Freemans has delivered a complete re-imagination of its business that reached every single touch point on the journey to deliver its ambition of being the digital department store of choice.

As well as a refreshed brand identity, the pureplay retailer has also bolstered its product offer to deliver a bigger, better range of well-known third party brands across home and fashion, complemented by its own brand offer from Aniston, Bon Prix, Lascana and Kaleidoscope. In addition, designer exclusive ranges from the likes of Julien Macdonald, Henry Holland, Abigail Ahern, Siobhan Murphy and TV stylist Mark Heyes have been added.

This has resulted in Freemans delivering growth significantly ahead of the UK market.




Press contacts:

Claire Cumberland, Head of Corporate Comms, dentsu UK&I

Claire.cumberland@dentsu.com / 07894 607983

For Freemans: Ed Watson, 07852 575 456


Notes to Editors

About iProspect UK

iProspect, a dentsu company, is a global digital-first end to end media agency. Its unmatched mix of media strategy and storytelling with digital expertise and audience knowledge defines the new territory of performance-driven brand building.

By delivering human-centric solutions, iProspect UK accelerates growth for iconic brands including; Freemans, Parkdean Resorts, Lloyds Pharmacy, Revlon and Thomas Cook and many more.

Supported by the power of dentsu’s global network, the UK iProspect team spans across five offices with 500+ media and performance specialists in London, Manchester, Leeds, Stafford and Newcastle supporting +148 clients.

iProspect is also a Tier 1 Google Partner and is the first UK Amazon Accredited Agency.

For more information, visit iProspect.com/uk or follow @iProspect


About dentsu

Dentsu is the network designed for what’s next, helping clients predict and plan for disruptive future opportunities in the sustainable economy. Taking a people-centered approach to business transformation, dentsu combines Japanese innovation with a diverse, global perspective to drive client growth and to shape society.




About Freemans

One of the most famous retail brands within the UK having been part of millions of people lives for 117 years.

Freemans’ offer spans fashion, accessories, beauty, home and electronics.  From famous third party names and exclusive own-brands sourced via its parent company Otto. This offer is complimented with well-known designer exclusives from Julien Macdonald, Henry Holland, Abigail Ahern, Siobhan Murphy and tv stylist Mark Heyes.

Setting it apart it offers a free delivery and returns promise as well as a compelling and flexible financial services offer.

Freemans employs 700 colleagues from its Bradford-based HQ serving over 2m active customers and dispatching 10m items a year. Operating across the UK, customer channels include Freemans.com which is complimented by a fully optimised mobile site, app and social.

Its transformational journey over the last two years to become the digital department store of choice has delivered market share gains, growth ahead of the market and significant customer growth.