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
Now Great Mills stores are expected to be rebranded as Focus
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
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
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
Media Insight has also won the Wales Tourist Board and Caterpillar
accounts this year.