CHI wins bigger slice of Carphone account

Clemmow Hornby Inge has significantly increased its share of The Carphone Warehouse's European business after winning the estimated £5 million account for three key foreign markets.

The agency will roll out its UK campaign, featuring the animated character Mowbli, in Spain, Sweden and Holland, via TV commercials and point-of-sale material.

The Carphone Warehouse currently sells more than 1,000 Mowbli toys each week and is seeking to establish the character in Europe. If the move is a success, the agency may be given the chance to promote the character in further European markets. However, the appointment will not affect Carphone's roster of European agencies, which handle the brand's print work.

The CHI partner Johnny Hornby said: "This is our first piece of international business and we're really confident that Mowbli can be as successful in Europe as it has been in the UK."

Of the three markets involved in the appointment, Spain is the most lucrative.

The Carphone Warehouse, known as The Phone House in continental Europe, first entered the Spanish market in 1996 and four years later bought 46 stores from the Spanish outfit ACJM SL.

The Carphone Warehouse was CHI's founding client when the start-up launched in 2001.

In 1998 it entered both the Swedish and Dutch mobile phone markets by buying 36 stores from GEAB Teleshop and 32 from Comprotel Groep BV. The company has since acquired UK electrical retailer Tandy, made key purchases in France and Portugal and entered the Polish, Czech, Swiss, Italian and Hungarian markets, giving it over 1,000 mobile phone retail outlets throughout Europe.

The Carphone Warehouse was CHI's founding client when the former TBWA chiefs Hornby and Simon Clemmow launched the start-up with the Lowe creative director Charles Inge in 2001.

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