Wickes calls pitch for search account

Wickes, the home-improvement retailer, is reviewing its search account, currently held by Greenlight.

Wicks: calls search pitch
Wicks: calls search pitch

Those challenging for the business are thought to include OMD and iProspect, whose sister Aegis agency Carat picked up the Wickes media planning and buying account at the end of last year.

The winning agency is expected to be appointed by the end of 2012.

Wickes appointed Carat to handle its £23 million media business in December 2011 after a final shoot-out against Walker Media. The previous incumbent, MEC, dropped out earlier in the process.

The retailer also appointed Partners Andrews Aldridge to its direct marketing account in February last year.

In September, Wickes introduced a brand character, called Wickesy the dog, in a social media and TV campaign for its paint range by the advertising agency MWO and the social media shop Jam.

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Brands that forge an emotional tie are best protected from copycats
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1 Brands that forge an emotional tie are best protected from copycats

Forging an emotional tie with consumers is one of the strongest ways to protect your brand. Products can be copycatted, but the distinctive identity of a true brand can never be replicated argues Nir Wegrzyn, CEO of BrandOpus.

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