NEWS: Y&R awarded work to take Tandy on to TV for the first time

Young and Rubicam has won the pounds 7 million Tandy account after a three-way pitch against McCann-Erickson Central and Cogent.

Young and Rubicam has won the pounds 7 million Tandy account after a

three-way pitch against McCann-Erickson Central and Cogent.



Tandy, the Midlands-based electrical retailer, has until now spent most

of its advertising budget on inserts in Sunday newspapers such as the

News of the World and the Sunday Mirror. But Y&R will be taking the

brand on to TV for the first time at the end of the summer and press ads

are expected to appear in July.



Toby Hoare, the chief executive of Y&R, commented: ‘We cannot out-spend

Dixons and Curry’s, so we will out-think them by using traditional media

in an unconventional way.’



He added that the new campaign will tell people what the Tandy brand

stands for and focus on the chain’s in-store proposition as well as its

products.



Eamon Bradley, Tandy’s managing director, explained: ‘It was a very

close decision, but Y&R’s approach to aligning the Tandy brand with

excellent service won out in the end.’



In the US, Y&R handles the advertising for the electrical retailer,

Radio Shack, which is part of the Tandy corporation and has been

successfully repositioned as a service-orientated brand.



Y&R won the full-service Tandy account from McCann-Erickson Central. The

review was instigated by Bradley and the new marketing and merchandising

director, Andrew Fryatt, who joined the company in February from

Woolworths.



Hoare commented: ‘We have been keen to get a major retailer on our

client list and Tandy wants to spend significantly to make people re-

evaluate its stores.’



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