QXL, the UK online auction house, is to review its advertising account in an effort to strengthen its brand.
The move comes as competition in the online auction market continues to intensify. The most recent entrant into the market is News Network's Firedup.com. It joins established players icollector.co.uk, ebay.com and aucland.co.uk, as well as QXL.com.
QXL.com's account is currently held by promotional shop, MCA. Last year it spent around £3 million on advertising, which mostly went into the outdoor sector.
According to a QXL.com spokesman: "We have been very happy with the work MCA did on our launch campaign, but we thought it appropriate to have a creative review as we look to take our communication strategy forward."