Jewson, the UK’s largest builders’ merchants, has handed J. Walter
Thompson its pounds 5 million pound through-the-line account after a
JWT pitched with the WPP media arm, MindShare, against McCann-Erickson
and Publicis for the business.
The incumbent, Cogent, which held the account for the past 18 years, was
knocked out in the first round.
The review was prompted by the pounds 318 million purchase by Jewson’s
parent, Meyer International, of one of its keenest rivals, Harcros, in
The deal doubled the number of Jewson branches to 400 and gave it a
turnover of pounds 1 billion.
JWT’s first task will be to communicate to builders the rebranding of
Harcros’s 211 stores under the Jewson name. Consequently, Jewson’s
marketing spend, which was pounds 3 million last year, has increased to
at least pounds 5 million over the next year. The account will include
TV and print advertising, brochures, direct marketing and media planning
and buying, all through JWT and MindShare.
Above- and below-the-line communications will return to using the Jewson
name as an adjective, building on Cogent’s 1994 campaign which carried
the line, ’We’ve got the Jewson lot.’ Most recently, Jewson used the
line, ’Keeping builders building.’
Oscar Nieboer, JWT’s director-in-charge, said: ’This is a terrific win,
born out of JWT’s total communications capability. Jewson is a popular
brand in a very complex market undergoing significant structural
What was required was a clearly differentiated brand idea, allied to
Mark Hawkins, the marketing director of Jewson, said: ’JWT came up with
the best campaign, the best creative work and the best media execution.’