Halfords launches £12m creative pitch

Halfords has put its £12 million advertising account up for pitch.

Halfords: the incumbent, DLKW Lowe, will not be repitching
Halfords: the incumbent, DLKW Lowe, will not be repitching

The incumbent, DLKW Lowe, which was responsible for last year’s epic "best trips last a lifetime" TV spot, has decided not to repitch.

Halfords’ review coincides with the departure of the marketing director, Gerry Murphy, and the subsequent arrival of an interim replacement, the former Richmond Foods marketer David Durie. The review is thought to be in the early stages and is being handled directly by the client.

Richard Warren, the DLKW Lowe joint chief executive, said: "We’re very proud of the work we have produced for Halfords. They’ve decided they want a change in direction and we respect their decision."

DLKW Lowe won the business from M&C Saatchi in 2010. It created a series of idents to support Halfords’ sponsorship of the Tour de France that featured the amateur cyclist Dan Francis, whose journey was made into a documentary.

The agency also created the "we fit" idents that ran on Dave to promote its in-store products and services, and positioned Halfords Autocentres as a trusted and friendly place where customer service comes first.


Subscribe to Campaign from just £57 per quarter

Includes the weekly magazine and quarterly Campaign IQ, plus unrestricted online access.


Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

1 PHD and ITV storm Media Week Awards

PHD reigned supreme at the 2016 Media Week Awards, after winning media agency of the year and the coveted Grand Prix for its work for Sainsbury's Christmas campaign, while ITV won sales team of the year.

Just published