Thorn UK has appointed the Ogilvy & Mather group to handle its
pounds 10 million through-the-line Radio Rentals business.
O&M won the account following a final pitch against GGT. WCRS, Radio
Rentals’ incumbent agency of six years, declined to repitch for the
Media, handled by Mediapolis, moves to MindShare, while the direct
marketing operation, OgilvyOne, will also have input on the business,
which includes Radio Rentals’ direct arm, DER Direct.
Sales promotion activity for Radio Rentals remains with Marketing Store,
which will work alongside O&M on the task.
The first creative work will air in time for this summer’s World Cup to
coincide with the expected upsurge in demand for widescreen TVs. O&M’s
task includes building Thorn’s direct relationship marketing as well as
advertising for the brands.
Mike Ryan, Thorn’s UK marketing director, said: ’We’ve consolidated our
marketing activity to strengthen it at a time of opportunity for the
company and the consumer. O&M understands our ambitions and we’re
confident we’ll work with them long term on our strategy.’
Radio Rentals claims a customer base of more than 1.2 million and has
more than two million units on hire. But it has suffered in recent years
from the decline of the rentals sector as a growing number of consumers
have opted to buy rather than rent household equipment such as TVs.
Tom Bury, chief executive of O&M, said: ’This is an opportunity to
demonstrate insight and creativity on Thorn UK’s premier brands.’