Granada has handed Abbott Mead Vickers BBDO the pounds 4 million task of
revitalising the image of its 560 UK stores.
AMV’s appointment to handle the creative account - worth pounds 4
million in billing s, with the possibility of this doubling - makes up
for the loss of the pounds 24 million Comet business, which departed for
Saatchi and Saatchi 14 months ago.
The decision to consolidate the business within AMV, which was appointed
without a pitch, brings to an end Granada’s previous arrangements
whereby most of the work was handled by the Campaign agency in
Delaney Fletcher Bozell was appointed to handle an experimental TV
campaign last year but the assignment was a ‘one-off’. Media remains
with YMG Carat.
The new arrangement with AMV marks the start of a concerted effort by
the Granada UK Rental division to change consumers’ perceptions of
renting as an old-fashioned way of obtaining a television or video.
Granada is keen to capitalise on the growing market in home computers by
stressing the flexibility of renting in allowing customers to update
Despite the image problem, rentals accounted for more than pounds 100
million worth of the Granada group’s operating profit in 1995.
AMV’s first work, which may include TV spots, is likely to break in the
autumn to coincide with the lead-up to Christmas.
There have been a number of abortive attempts by Granada and its nearest
rival, Radio Rentals, to increase the appeal of renting. The new
advertising is likely to place more emphasis on the Granada brand than
on renting being a good idea.
Roger Mavity, Granada UK Rental’s managing director, commented: ‘AMV’s
creative product is not only very good, it is produced in a commercial
environment. Also, its people are bright, committed and enthusiastic.’
AMV’s managing director, Andrew Robertson, said: ‘With two million
customers, Granada UK Rental is a very strong business. But there’s
plenty more to go for.’