MEC Manchester wins furniture account

Furniture retailer Jysk has appointed MEC Manchester, the WPP media agency, to its media planning and buying account after a competitive pitch.

Jysk: furniture retailer appoints MEC Manchester to its media business
Jysk: furniture retailer appoints MEC Manchester to its media business

The incumbent, Aegis Media's Carat Manchester, is understood to have been involved in the early stages and MEC Manchester is believed to have pitched against independent agency M3 Communications.

Jysk has tasked MEC with developing a campaign to drive sales in its five existing stores in the north of England and the Midlands, as well as helping the company's expansion into the south of England.

The campaign will target people who are interested in home improvement and is expected to include leaflets, press and radio. All creative work is designed by Jysk's headquarters in Denmark.

Carl Erik Stubkier, media and events manager at Jysk, said: "Throughout the pitch process, we were impressed by MEC's expertise in understanding our target audience. Their pitch challenged us to review how we support our stores through the media, in what is a crucial time for the business.

Jysk currently has stores in York, Blackburn, Bolton, Mansfield and Lincoln, and the brand's most recent marketing was a leaflet and regional press campaign planned and bought by Carat Manchester.

Mick Style, managing director at MEC Manchester, said: "With their current UK expansion, this really is an exciting time for all associated with Jysk.

"Creating a campaign that would appeal to their relatively broad target audience will prove an exciting challenge for us. We feel the appointment reflects both parties' drive for effectiveness in all channels."

Follow Maisie McCabe on Twitter @MaisieMcCabe

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 Martin Freeman fronts Vodafone UK's first integrated ad campaign by Ogilvy

The Hobbit and Sherlock star Martin Freeman plays a rude wedding guest in Vodafone's first integrated ad campaign since the telecoms giant moved its UK ad business to Ogilvy & Mather earlier this year.

Case study: How 'This girl can' got 1.6 million women exercising

1 Case study: How 'This girl can' got 1.6 million women exercising

"This girl can" was based on a powerful insight: that the fear of judgement by others is the primary barrier holding women back from participating in sport.

Just published