B&Q reviews £40m ad account

By Sara Kimberley, campaignlive.co.uk, Monday, 09 July 2012 11:15AM

B&Q is reviewing is estimated £40m advertising account, currently handled by McCann London.

B&Q: seeks agency to handle advertising business

B&Q: seeks agency to handle advertising business

An in-house consultant is handling the process following a procurement-led review of the business.

McCann London and seven other agencies have been invited to take part in chemistry meetings, which will take place next week.

The agency has worked with B&Q for three years after winning the business following a pitch against WCRS, Miles Calcraft Briginshaw Duffy (MCBD), and Rapier.

McCann handles the TV and radio for the brand, while Network is responsible for the print and Addiction create the idents. 

McCann's last TV ad for B&Q launched in March and aimed to inspire customers with the confidence to improve their homes and gardens. The ad moved away from a functionally driven strategy to an emotionally-led approach and focussed on "everyday people" at key moments in their lives, such as a couple decorating a nursery.

In May, B&Q called a review of CRM and direct marketing business for its TradePoint business, which targets professionals in the building trade. The retailer approached a number of agencies about the review as it seeks to ramp up its loyalty programme across its trade customers.

This article was first published on campaignlive.co.uk

X

You must log in to use Clip & Save

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus

Additional Information

Campaign Jobs