NEWS: Poulters in pole position to take pounds 2.5m Redrow creative account

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 million account.

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

million account.



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

corner.’



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

the recession.



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Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).