RPM3 has reaped the rewards of more than 12 months spent wooing the
furniture retailer, Courts, by wrestling a slice of the business from
The appointment comes almost a year after Lowes pipped RPM3 to land the
pounds 20 million business, which had previously been with CDP
(Campaign, 22 May 1998).
It is understood that senior RPM3 executives remained in touch with the
client in the wake of their narrow defeat, and were this week repaid
with a brief for a three-month project to create a press campaign for
the retailer’s summer sale.
Industry sources believe the project may be a prelude to RPM3 landing
the entire pounds 10 million press account.
’We need an agency that can react to retail deadlines and tactical
response,’ Chris Coote, director of UK marketing at Courts, said.
’As a retailer, we have to look at response times. Lowes doesn’t pride
itself on having a retail unit that can respond to a brief within four
days. RPM3 does and cost is always relevant.
’We want to take a new direction in our sale advertising. We spend as
much on press as we do on TV which means press is a crucial part of the
Tim Lindsay, European president of Lowe & Partners, sought to play down
He said: ’Our job is to add value to our clients’ marketing
communications and where that is not required, we do not have a
Senior sources at Lowes have indicated that while the agency does create
price-promotion work for other clients, it is not interested in creating
this type of campaign for Courts.
It has, they say, actively encouraged the retailer to go elsewhere for
Coote denied that the move would affect Lowes’ hold on the bulk of the
business. ’We are very content with them,’ he said. ’This is not a
signal of a split from Lowes.’
The summer campaign, which will break in the next six weeks, will be
handled out of a fast-track unit that was set up at RPM3 in February
this year. The standalone unit is viewed as a separate organisation with
its own production, account handling and creative staff - specifically
for the fast turnaround of retail briefs.
Paul Cowan, the RPM3 managing director, was unavailable for comment.