Focus Do It All awards pounds 26m creative to BDH

Focus Do It All is maintaining its long-standing relationship with Manchester's BDH/TBWA by consolidating its enlarged creative account, worth an estimated pounds 26 million, within the agency. It has retained Media Insight as its media agency following a pitch.

Focus Do It All is maintaining its long-standing relationship with Manchester's BDH/TBWA by consolidating its enlarged creative account, worth an estimated pounds 26 million, within the agency. It has retained Media Insight as its media agency following a pitch.

The decision means that BDH will also take on responsibility for Focus' recently acquired Wickes chain as well as the Focus account, which will be enlarged with the probable absorbtion of 98 Great Mills stores.

The company opted to put the entire creative assignment into BDH, its agency of 14 years, after a pitch which also involved McCann-Erickson Manchester, Lowe Lintas and Conquest.

Sources say a media pitch will be held for the centralised Focus, Wickes and Great Mills brands at some point.

Focus spent about pounds 10 million on advertising last year but industry sources expect this figure to double if, as predicted, the company's Great Mills stores are rebranded as Focus outlets.

Senior executives of the enlarged Focus aim to overtake B&Q, the market leader in the DIY sector, which spends more than pounds 35 million through Bates UK.

Focus called the pitch in November last year in a full-scale review of its communications following the pounds 289 million acquisition of Wickes and the pounds 285 million takeover of Great Mills from RMC, the cement and ready mix concrete supplier.

Agencies were invited only to present creative and strategic proposals for the Focus brand although it was recognised that the winner would also take the Wickes account.

The Focus and Wickes brands will be kept separate. Focus will target the soft end of the market and Wickes will be aimed at serious DIY enthusiasts and professionals.

Nobody at BDH or Focus was available for comment as Campaign went to press.



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