Allied Carpets pitch sees £3.5m media move to AMS Media

Allied Carpets has ended its ten-year relationship with Brand Connection and shifted its £3.5 million UK media planning and buying account into AMS Media following a competitive pitch.

According to Paul Phelps, the managing director of AMS Media, the agency has been briefed to take Allied Carpets into previously unused media channels.

Brand Connection, formerly known as MBS, has historically adopted national press as the lead medium.

Explaining his decision, Mike Hopper, Allied Carpets' media marketing manager, said: "We have enjoyed a long, successful relationship with Brand Connection but felt the time was right to review our approach to media from top to bottom. AMS Media offered both the objectivity and insight we are seeking from our future planning and buying, as well as the service levels essential to any retailer of our size."

Allied Carpets is owned by the French retail giant Tapis-Saint Maclou and has a network of 224 stores.

As well as carpets and floor coverings, Allied Carpets sells other household equipment including beds.