Maples, the furniture retailer, has appointed Butler Lutos Sutton
Wilkinson to handle its pounds 3 million advertising account.
Butler Lutos beat the incumbent, Guru Communications, as well as Griffin
Bacal and Mellors Reay, to win the business.
Martin Butler, the joint chief executive of Butler Lutos, said: ‘Maples
is a great brand, and we are going to make it more relevant to today’s
Guru Communications’ advertising for Maples has been predominantly
tactical over the past two years, but Butler Lutos has been briefed to
re-build the brand with a major television, press and poster campaign.
The agency has also been appointed to handle media on the account, which
was previously held by Young and Rubicam Media.
Maples is targeting the middle and premium sector of the market, with an
ad that Butler describes as confronting ‘life stages as well as life
Butler explained: ‘Most furniture advertising is based purely on price.
We will be acknowledging that people also look for quality, and reach a
time in their life when this becomes an issue.’
Maples’ catchline, ‘The fine art of furnishing’, is unlikely to be
retained in the new campaign, which is due to break during the next
Maples has 23 stores, and plans to expand out of the high street and
into retail parks, with five further store openings planned this year.
The marketing and sales director of Maples, Chris Peddar, commented:
‘Butler Lutos demonstrated a clear understanding of the strategic issues
facing Maples’ future development, and we look forward to working very
closely with it.’