NEWS: Butler Lutos triumphs in four-way fight for Maples furniture account

Maples, the furniture retailer, has appointed Butler Lutos Sutton Wilkinson to handle its pounds 3 million advertising account.

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

consumer.’



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

style’.



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

month.



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.’



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