#e4mExclusive:  Shoppers Stop initiates creative mandate review

Department store chain Shoppers Stop has initiated a review of its creative advertising mandate, inviting agencies to participate in a competitive pitch process, according to people familiar with the matter.

The move marks one of the notable creative account reviews in the retail sector this year and comes as brands reassess marketing strategies amid evolving consumer preferences, growing digital adoption, and heightened competition from both online marketplaces and premium retail chains.

Havas, currently handles the retailer's creative business. Multiple agency networks and independent creative shops have been approached as part of the review process, industry executives said.

"The company has started conversations with a select group of agencies and is evaluating fresh strategic and creative approaches for the brand," said a person familiar with the development, requesting anonymity as the discussions are private.

The size of the account could not be ascertained. Representatives of Shoppers Stop and Havas did not respond to e4m's queries.

The agency review comes at a time when Shoppers Stop is sharpening its focus on customer acquisition, loyalty programmes and premiumisation across categories. The retailer has been investing in strengthening its omnichannel capabilities, while expanding its portfolio of beauty, fashion and lifestyle offerings to cater to changing consumer demand.

Industry observers said marketers are increasingly seeking integrated agency partners capable of delivering consistent brand communication across traditional media, digital platforms, commerce channels and experiential touchpoints.

"Retail brands are under pressure to create sharper differentiation in a crowded marketplace," said a senior advertising executive who was aware of the development. "Creative effectiveness is becoming more critical as customer acquisition costs rise and brands compete for attention across multiple platforms."

The review reflects a broader trend of marketers reassessing agency relationships to ensure alignment with business priorities and changing consumer behaviour. Across sectors, advertisers have increasingly turned to periodic agency evaluations to seek new creative thinking, improve efficiency and strengthen integration between brand, media and digital functions.

Whether the process results in a change of agency or a renewed mandate for the incumbent is expected to become clear in the coming months as presentations and evaluations progress, industry sources said.