Universal McCann lands Wickes media after late pitch invitation

The DIY retailer, Wickes, has awarded its pounds 5 million media planning and buying account to Universal McCann, an agency which was not on the original pitch-list.

The DIY retailer, Wickes, has awarded its pounds 5 million media

planning and buying account to Universal McCann, an agency which was not

on the original pitch-list.



Universal scooped the account following a four-way pitch against the

incumbent, Western International Media, MediaVest and Mediapolis.



Universal was invited to pitch several weeks after the account was put

up for review. Walker Media, which was on the original pitch-list,

decided not to take part.



Fiona Smedley, the joint managing director of Universal McCann, said:

’Wickes has a clear vision of where they want to take the brand, and the

early stages will be a local marketing focus, before moving on to a much

stronger brand positioning.’



Smedley led the pitch with her co-managing director, Chris Shaw.



It’s expected that Wickes, which has 124 stores nationwide, will

increase its above-the-line advertising spend to pounds 8 million next

year. Wickes plans to broaden its consumer appeal while retaining its

trade customers.



A spokesman for Wickes said: ’The decision to change agencies was a

difficult one, especially as Wickes has worked extremely well with

Western International Media over the last seven years.’



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