Barrett Cernis takes on rebranding task with Sofa Workshop

Sofa Workshop, the specialist furniture and upholstery retailer, has picked Barrett Cernis Delves & Partners to produce advertising that will distance it from its mass-market rivals.

Sofa Workshop, the specialist furniture and upholstery retailer,

has picked Barrett Cernis Delves & Partners to produce advertising that

will distance it from its mass-market rivals.



The agency is working on a midsummer national press and magazine

campaign to turn the brand into a more potent rival to offerings from

John Lewis and Heals.



It won the creative assignment in a four-way pitch orchestrated by the

Advertising Agency Register and marking the end of previous ad hoc

agency arrangements. Media buying through MediaCom TMB is

unaffected.



Budgets are believed to be about pounds 1.5 million.



Established in 1985 by Andrew Cussins, whose family ran the Maples and

Waring & Gillow chains, Sofa Workshop has developed into a national

chain with more than 30 outlets in the UK and Ireland.



Cussins commented: ’We have a unique proposition and BCD&P has found a

way of expressing it clearly, creatively and with great style.’



The new work is being done by Ray Barrett, the agency’s creative

partner, and his copywriter, Andy Imrie.



Justin Cernis, the BCD&P managing partner, said: ’Our job is to underpin

the brand and create some distance in the market for it. Sofa Workshop

isn’t just another high street retailer and needs a campaign which not

only brings in the business but does it with style.’



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