NEWS: Banks Hoggins O’Shea lands pounds 4m Kingsbury

Banks Hoggins O’Shea has picked up the pounds 4 million brand-building task for the furniture group, Kingsbury, as it gears up for a massive expansion programme.

Banks Hoggins O’Shea has picked up the pounds 4 million brand-building

task for the furniture group, Kingsbury, as it gears up for a massive

expansion programme.



The agency fought off competition from Saatchi and Saatchi and Walsh

Trott Chick Smith for the business, which covers Kingsbury Interiors’ 45

outlets, as well as the Wade chain of stores and Harrison Gibson, a

department store in Ilford.



Banks Hoggins also picked up the media planning and buying on the

business after pitching for the account with Frontline Media. However,

the agency couldn’t verify that it would be awarding the media business

to Frontline as Campaign went to press.



John Banks, the chairman of Banks Hoggins, confirmed the win and

promised a campaign that would ‘stand out from the wallpaper of

furniture advertising’, and would probably include exposure on

television.



‘It’s a wonderful retail win, especially in terms of allowing us to do

not only above-the-line, but also below-the-line work for it,’ he said,

adding that a substantial direct mail and sales promotion spend had been

earmarked, in addition to the anticipated pounds 4 million above-the-

line budget.



Kingsbury rose from the ashes of Waring and Gillow, a group that

foundered in the late 80s after a management buyout. Since then, the

former Sketchley director and entrepreneur, Simon Bee, has taken

control.



His aggressive, marketing -led recovery plan included the disposal of

the group’s Waring and Gillow and Maples trading names, and a pounds 24

million flotation on the stock market last year as Kingsbury. It has

used the money to revamp its product lines and store displays, and put

in motion an ambitious expansion plan to take its total number of stores

up to 200 outlets.



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