Redrow, the house-building group, is seeking a new home for its pounds
2.5 million account in a major attempt to raise its profile and
capitalise on a market that is slowly moving out of the doldrums.
The company is talking to full-service agencies and media independents
both in London and regionally. It expects to have finalised its
shortlist within a week.
Quadrant, which was appointed to the business two years ago, will not be
involved in the repitch. The loss will be another savage blow to the
Warrington agency, which recently lost its pounds 5.5 million Proton
cars business (Campaign, 16 February).
Alexei Orlov, the former Volvo marketing director who is heading
Redrow’s marketing department on a consultancy basis, blamed the review
on the failure to reach agreement with the agency on the best way of
moving the business forward.
The Chester-based Red-row, the UK’s 14th largest house-builder, which
erects more than 2,000 homes a year, joins a growing number of companies
in the sector that are looking to brand themselves through advertising.
Redrow has recorded impressive growth since it gained a stock market
listing in 1994.
The company is now awaiting an imminent fall in land prices to stimulate
a weak and fragile market.
‘House building is probably one of marketing’s final frontiers,’ Orlov
commented. ‘Customers are less concerned about brand than location and,
as an industry, we’ve had to concern ourselves as much with
communication as laying bricks.’
Redrow is keeping its options open about whether or not to make a full-