Wickes to review media business

The DIY retailer, Wickes, is reviewing its media planning and buying account as it prepares to roll out a new store concept based around a more consumer-friendly approach.

The DIY retailer, Wickes, is reviewing its media planning and

buying account as it prepares to roll out a new store concept based

around a more consumer-friendly approach.



Wickes has lined up four media companies to pitch for the business,

which agencies claim could be worth pounds 8 million over the next 12

months.



The incumbent, Western International Media, will face Walker Media,

Mediapolis and MediaVest on the pitch for the business, with

presentations due later this month.



The media rethink comes a year after the retail chain reviewed its

creative account. Wickes moved its creative business from the incumbent,

Lowe Howard-Spink, to DMB&B last December.



Wickes had decided to retain Lowes’ media operation, Western, on the

media business, but is now understood to be keen to look at alternative

media strategies to run hand-in-hand with a new creative drive, which is

due out in the next few months.



The review is yet more bad news for Western, which is also facing a

fight to hang onto its pounds 86 million Vauxhall account. Mike

Tunnicliffe, Western’s managing director, declined to comment, referring

all calls to Wickes.



The company had previously pursued a tactical press advertising

strategy, but is now focusing on building the Wickes brand as a

specialist store for the serious DIY enthusiast and trade customer, as

well as for the casual DIY practitioner.



The change in direction follows a period of instability at the company,

during which Wickes was subject to an inquiry by the Serious Fraud

Office after the disclosure of trading irregularities in 1996.



Since then, a new management has turned around the company’s finances,

launched a marketing drive and tested its new store concept before

rolling it out nationally.



A decision on the media review is expected before the end of the year.



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Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).