Mother nets Boxman UK brand campaign

By FRANCESCA NEWLAND, campaignlive.co.uk, Friday, 17 March 2000 12:00AM

Boxman, Europe’s largest retailer of music CDs, games and DVD on the internet, has appointed Mother to develop a multi-million pound brand campaign for the UK.

Boxman, Europe’s largest retailer of music CDs, games and DVD on

the internet, has appointed Mother to develop a multi-million pound

brand campaign for the UK.



The company hopes to make the brand as successful in the UK as it is in

Scandinavia, where it launched two years ago and is already the market

leader.



Mother’s brief is to position Boxman, whose principal European rivals

are Amazon and BOL, as a retailer of DVDs, games, music and videos and

to encompass the company’s expansion into new technology including

wireless application protocol and interactive digital TV.



Andrew Medd, a partner at Mother, said: ’Boxman is already the best at

what it does. Our task is to make it famous for that.’



Nick King, Boxman’s vice-president of marketing, said: ’We have

ambitious plans for Boxman in the UK and we are going to invest heavily

in generating new customers. To do that we needed a partner who would

understand the brand quickly and talk to them in an interesting

way.’



Investors in the company include Suggs from Madness and the Scandinavian

pop group Roxette. Non-European opportunities are also under

consideration.



The company, whose investors include Suggs from Madness and Roxette, the

Scandinavian band, also has operations in Sweden, Finland, Norway,

Denmark, Germany, France and Holland and is planning to launch in Spain

and Italy this year. Non-European opportunities are under consideration.



This article was first published on campaignlive.co.uk

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