NEWS: Banks Hoggins nets Kingsbury account for immediate start

campaignlive.co.uk, Friday, 29 November 1996 12:00AM

Banks Hoggins O’Shea’s media department has snared another piece of business from Frontline Media by picking up the pounds 1.7 million Kingsbury Interiors account.

Banks Hoggins O’Shea’s media department has snared another piece of

business from Frontline Media by picking up the pounds 1.7 million

Kingsbury Interiors account.



The business moves into Banks Hoggins with immediate effect and follows

the agency’s appointment to handle the Referendum Party account last

week (Campaign, 22 November).



Banks Hoggins’ fledgling media department will now plan and buy all

media for the furniture retailer.



Historically, Kingsbury has used local and regional press and radio.

However, as it gears up for a national expansion programme, the retailer

is likely to deploy TV advertising and is poised to increase its

marketing spend to a claimed pounds 4 million in the year ahead.



Banks Hoggins picked up the creative account last April, following a

competitive pitch between Saatchi and Saatchi and Walsh Trott Chick

Smith. At the same time, the media went to Frontline.



Before these appointments, the account was handled by a small East

Anglian agency, DCN.



At the time of the win, the chairman of Banks Hoggins, John Banks, said

the campaign would embrace a below-the-line element and that spend had

been earmarked for direct mail as well as sales promotion, in addition

to the above-the-line budget.



Jonathan Stirling, media director at Banks Hoggins, said: ‘This is a

great time to get involved with Kingsbury. It is operating in one of the

most competitive retail markets, where media can make a difference.’



Paul Prince, joint managing director at Frontline, said: ‘As far as

we’re concerned, the account was a loss-maker and we had a number of

difficulties with the client.’



Kingsbury, based in Northampton, has 45 outlets as well as the Wade

chain of stores and Harrison Gibson, a department store in Ilford,

Essex.



This article was first published on campaignlive.co.uk

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