Redrow, the house-building group, is expected to end its search for a
new agency with the appointment of Poulters to handle its pounds 2.5
The Leeds shop is already working with the company while a number of
strategic and creative issues are resolved.
Redrow confirmed last month that it was pulling its business out of the
Quadrant agency in Warrington and was talking to full-service agencies
and media independents in London and the regions (Campaign, 1 March).
But Alexei Orlov, the former Volvo marketing director who is acting as
Redrow’s marketing consultant, said: ‘We’re working with one agency at
the moment and that’s Poulters.’
He added: ‘We like what we’ve seen from the agency, which has responded
well to our requirements. But there’s still some work to be done over
the next three weeks and neither of us wants to be backed into a
Orlov said the company was also holding fire on its media arrangements
while Poulters completed the relaunch of its media department as a media
dependant (see story, p5).
But Richard Lewis, Poulters’ managing director, said he expected the
agency’s eventual appointment to be on a full-service basis.
Redrow, Britain’s 14th largest house builder, which erects more than
2,000 homes a year nationally, is looking to brand itself more strongly
to take advantage of the housing market as it gradually recovers from