Osprey Park has scooped the full-service account for the burgeoning
carpet retailer, Carpet Depot, which is set to spend pounds 6 million on
advertising as it expands over the next three years.
Osprey, which fought off Arc Advertising and Stowe Bowden Wilson to win
the business late last week, set to work immediately on a regional press
campaign, which breaks this week.
Later work will be broadcast-based, beginning by early summer at the
latest. TV buying will be outsourced to the Media Business, but Osprey
will co-ordinate all other media in-house.
Carpet Depot, which is the sister brand to Carpetright, is being billed
as a new concept in carpet selling. The advertising will push the stores
as being bigger, cheaper and offering a wider range of stock than any of
their competitors. Carpet Depot also offers a permanent three years of
Karen McKellar, advertising and marketing manager at Carpetright and
Carpet Depot, said the target would be department store customers.
Carpet Depot has launched six stores across England, Scotland and Wales
already and opened another shop in Peterborough this week. It plans to
have 15 by September and 70 within the next three years.
Jack Rubins, the chairman of Osprey, said the win was a further
endorsement of the agency, following its Friends Provident Direct
Channel win last November.
Grey and its media dependant, MediaCom, continue to handle the
Carpetright account. McKellar said there was a need for the two brands
to have separate agencies in order for distinctive ideas to be