JWT secures Jewson’s pounds 5m integrated account

Jewson, the UK’s largest builders’ merchants, has handed J. Walter Thompson its pounds 5 million pound through-the-line account after a three-way contest.

Jewson, the UK’s largest builders’ merchants, has handed J. Walter

Thompson its pounds 5 million pound through-the-line account after a

three-way contest.



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

October.



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

change.



What was required was a clearly differentiated brand idea, allied to

operational delivery.’



Mark Hawkins, the marketing director of Jewson, said: ’JWT came up with

the best campaign, the best creative work and the best media execution.’



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