Travis Perkins set to hire agency to work on mainstream ads

By JOHN TYLEE, campaignlive.co.uk, Friday, 10 December 1999 12:00AM

Travis Perkins, the UK’s second-largest building merchant, is appointing an agency to help transform it into a mainstream advertiser.

Travis Perkins, the UK’s second-largest building merchant, is

appointing an agency to help transform it into a mainstream

advertiser.



The company said this week that it had made its selection from the three

agencies understood to have pitched for the business - worth more than

pounds 2 million - but would not be naming the winning shop until the

new year.



The pitch has been called in an attempt to make the company more

top-of-mind with hundreds of small building contractors as well as

self-employed tradesmen, many of whom do not read specialist titles but

represent a market where margins are higher.



At the pitch, which was led by Bronagh Carey, the company’s marketing

director, agencies were asked to present strategic proposals on how it

should be positioned as well as creative work to reflect that

position.



Travis Perkins, which is based in Northampton, sells building materials

and rents tools at more than 400 of its branches throughout the

country.



The 60,000 items it carries include timber, plumbing supplies, nails,

sheet materials, doors, heating equipment paints and bricks.



The agency brief covers the main Travis Perkins brand as well as

Keyline, the building materials chain bought recently from the Irish

manufacturer, CRH, and the latest in a series of acquisitions.



The appointment will be the first of its kind for the company which has

previously relied on ad hoc arrangements.



’The need to establish brand credentials in a market with so many

players makes it likely that the company will try to improve its direct

marketing database and move into mainstream advertising,’ an industry

source said.



This article was first published on campaignlive.co.uk

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