Focus Do It All moves pounds 10m creative and media

Focus Do It All, the DIY retailer, has awarded its pounds 10 million centralised media planning and buying account to Media Insight and is in the process of moving its creative business to BDH TBWA.

Focus Do It All, the DIY retailer, has awarded its pounds 10

million centralised media planning and buying account to Media Insight

and is in the process of moving its creative business to BDH TBWA.



The media decision was made following a four-way pitch which also

involved BMP Optimum, Universal McCann Manchester and Dixon Moultrie

Silkstone.



Media Insight, MindShare’s second-string agency, which was the incumbent

on the Focus account, picks up an additional pounds 8.2 million of Do It

All business from BMP Optimum as a result of the win.



A review was called following the sale of Do It All by Boots to Focus

DIY for pounds 68 million in the summer. Since then, 212 stores

nationwide have been rebranded Focus Do It All.



Meanwhile, the creative account is moving without a pitch to BDH TBWA in

Manchester, the Focus incumbent and the sister of Do It All’s last

agency, TBWA GGT Simons Palmer.



The London agency created a series of high-profile branding ads for Do

It All last May.



Paul Bainsfair, the chairman of TBWA GGT Simons Palmer, said: ’Since

Focus took over Do It All it has become clear that their needs may be

best catered for by our sister agency, BDH TBWA in Manchester. We are in

discussions to decide on the best way of facilitating that.’



The advertiser’s future marketing strategy has yet to be decided. Jim

Lowe, the marketing director for Focus Do It All, said: ’There will be a

radical review with Media Insight of the media spend for the merged

company’s brand development programme.’



Kevin Grand, the managing director of Media Insight, said of the win:

’This endorses our strategic and competitive performance.’



Media Insight has worked on the Focus account since last year. BMP

Optimum held the Do It All account as part of its Boots business, which

also includes Halfords.



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