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
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
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.’