NEWS: Three shops do battle for carpet task

Carpet Depot, the sister brand to the expanding carpet retailer, Carpetright, this week saw final pitches from agencies in preparation for a pounds 6 million drive to support its expansion plans.

Carpet Depot, the sister brand to the expanding carpet retailer,

Carpetright, this week saw final pitches from agencies in preparation

for a pounds 6 million drive to support its expansion plans.



Arc Advertising, Osprey Park and Stowe Bowden Wilson lined up with their

media affiliates to present last Monday. The incumbent is Grey

Advertising, which has held the main Carpetright account alongside its

media arm, MediaCom, for six years.



The client is eager to position Carpet Depot as a separate brand from

Carpetright and its third sister company, Premier Carpets.



Carpet Depot opened its first store last September, and there are

currently six outlets nationwide. The client aims to open 15 more by

September, rising to 70 stores over the next three years.



Carpet Depot’s stores are larger and feature a wider range of stock -

including more upmarket ranges - than its sister companies. They aim to

offer interest-free credit, which the group’s other stores do not.



The campaign, which is due to launch in early summer, will use a mix of

TV, radio and press advertising.



Karen McKellar, the advertising and marketing manager at Carpetright,

said: ‘The brief is to launch Carpet Depot as a major force in carpet

retailing and give the stores a different profile. Grey handles the main

account. This review is no reflection on the agency, but we wanted the

two brands to be handled separately.’



Bill Jones, deputy chairman of MediaCom, could not be reached for

comment as Campaign went to press.



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