Media Insight wins Focus Group business

Focus Group, the UK's second-largest DIY retailer, has consolidated

its £10 million media account into WPP's Media Insight.



Focus decided to hold a pitch for advertising and media last year

following its £574 million acquisition of Great Mills and

Wickes.



Now Great Mills stores are expected to be rebranded as Focus

outlets.



Focus targets the "soft" end of the DIY market while Wickes provides

goods for serious DIY enthusiasts and professionals.



Universal McCann has lost £5 million of Wickes business as a

result of the consolidation.



Universal pitched against Media Insight, the incumbent on the £4.8

million Focus Do It All range, in a final two-way shoot-out for the

consolidated account.



MBS Media, the incumbent on the £224,000 Great Mills business, was

on the original pitchlist for the £10 million media account, which

also included OMD UK.



Colin Ball, the marketing director of Wickes, said: "Media Insight was

awarded the account because of a solid performance throughout the past

few years in a tough environment. We were impressed by their

approach."



The creative account was centralised earlier this month into the

Manchester-based agency BDH/TBWA, which had handled the Focus account

for 15 years.



The agency pitched against Wickes' incumbent, D'Arcy, and On Trac, which

handled the Great Mills business.



Ball added: "The Focus Group has seen consolidation of a number of

activities, two of which have been the media planning and buying and

creative accounts, to synergise working relationships across the

agencies and present the right brand differentials."



Both BDH and Media Insight will extend existing responsibilities.



Focus aims to challenge the market leader B&Q's stranglehold on the DIY

market and achieve cost savings by using single advertising and media

agencies.



Media Insight has also won the Wales Tourist Board and Caterpillar

accounts this year.