Sydney-based David Jones Ltd (ASX: DJS) announced today that it is ending its collaboration with Saatchi & Saatchi as the high-end retailer's advertising partner for 14 years, taking in M&C Saatchi as the company's new promotional agent for the next three years.

The company said that M&C Saatchi's appointment is part of its cost-and-risk minimisation program and following the two parties' five-month tender process.

David Jones added that it has directly recruited Andrew Henderson from Saatchi & Saatchi, way back in 2006, to manage the company's Creative Direction and he was subsequently joined by Ted Horton, who took the role as the luxury retailer's Creative Director for Television.

Damian Eales, the company's head of marketing and financial services, said that they decided to award the three-year advertising contract to M&C Saatchi following "lengthy negotiations and a due diligence process to ensure we were able to achieve our creative objectives in a more financially efficient manner."

Mr Eales admitted that the company has painstakingly arrived at a difficult decision as it had to short-list to exceptional agencies in order to choose a worthy and able partner for the retailer's advertising campaigns.

Eventually, M&C Saatchi was favoured over Saatchi & Saatchi as David Jones cited the former's remarkable ability to "to deliver large and complex ad campaigns for similar clients, the strength of its leadership team and the cost efficiency it could bring to the business."