NEWS: WCRS beats BST-BDDP to Habitat task

WCRS is poised to take Habitat’s advertising above the line having seen off BST-BDDP to the account.

WCRS is poised to take Habitat’s advertising above the line having seen

off BST-BDDP to the account.



Stephen Woodford, the managing director of WCRS, confirmed that his

agency had been asked to make a final presentation to the managing

director of Habitat, Cliff Burrows, on Friday. The only other finalist,

BST, has been told it has not made it through to the second round.



Habitat, which is owned by the Swedish furniture group, Ikea, used

Saatchi and Saatchi between 1991 and 1994. More recently, most of its

advertising has been handled in-house.



The retailer decided earlier this year to hire an agency and plans to

spend up to pounds 2 million on advertising in 1997. Habitat’s marketing

director, Richard Millar, and its marketing manager, Matthew Griffiths,

enlisted the help of the Advertising Agency Register this summer to draw

up a shortlist of eight agencies.



These were whittled down to a final shortlist of three: BST, WCRS and

Lowe Howard-Spink (Campaign, 25 October). However, only the first two

eventually made their presentations, which were based on creative,

strategic and media planning ideas for a branding campaign next spring.

Media buying is handled through Zenith Media and is unaffected by the

review.



Habitat spent just pounds 500,000 on advertising last year, but when

Saatchis handled the account the budget was pounds 4 million. The

relationship produced award-winning work and only ended when the

furniture chain went in-house to produce a campaign for its 30th

anniversary.



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