DMB&B defeats Leo Burnett in last stage of Wickes DIY pitch

DMB&B has won the pounds 5 million Wickes account after triumphing over Leo Burnett in the final stage of the pitch.

DMB&B has won the pounds 5 million Wickes account after triumphing

over Leo Burnett in the final stage of the pitch.



Lowe Howard-Spink and the incumbent agency, Clark & Taylor, were also

involved in the original pitch for the DIY chain’s business, after the

review was announced in October (Campaign, 10 October).



Wickes, which has worked with Clark & Taylor since 1995, has

concentrated on tactical press advertising and below-the-line work for

the past two years. The review was prompted by the retailer’s decision

to take a more concentrated brand-building approach to marketing.



Barry Cook, the managing director of DMB&B, said: ’The chemistry

throughout the pitch was excellent and we can’t wait to get stuck in to

the business in 1998.’



Wickes hit the headlines last year when it was at the centre of a false

accounting scandal following the disclosure of trading irregularities,

said to be worth up to pounds 50 million. This prompted an inquiry by

the Serious Fraud Office into the management at the time.



Since then, however, the chain appears to have recovered from the

scandal and, in September, the new management announced Wickes’ first

profit for three years.



Wickes is widely thought of as the store for the more serious DIY

practitioner, and is also more closely associated with trade customers

than rivals such as Sainsbury’s Homebase and B&Q.



Media buying will remain with Western International Media. DMB&B and its

sister shop, IMP, will together handle all above- and below-the-line

activity.



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