Wickes awards £10m ad business to MWO

By Jemima Bokaie, marketingmagazine.co.uk, Tuesday, 29 January 2008 12:00AM

Wickes, the DIY retailer, has hired MWO to handle its £10m ad account, following last year's appointment of marketing director Rob Murray (Marketing, 7 November).

Murray joined Wickes from Ryvita, where he was marketing director and worked with the agency. MWO created Ryvita's high-profile campaign featuring Fern Britton. The business moved without a pitch from TBWA\Manchester.

The agency will be tasked with increasing the brand's profile to accelerate growth and increase differentiation from other DIY retailers such as Homebase and B&Q. Following a review of its strategy, Wickes will target tradesmen and DIY enthusiasts at a time when its competitors are taking a more consumer-focused position.

This month, Wickes was voted the UK's favourite DIY retailer in a poll of more than 6000 customers carried out by Verdict Research.

This article was first published on marketingmagazine.co.uk

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