Sofa Workshop, the specialist furniture and upholstery retailer,
has picked Barrett Cernis Delves & Partners to produce advertising that
will distance it from its mass-market rivals.
The agency is working on a midsummer national press and magazine
campaign to turn the brand into a more potent rival to offerings from
John Lewis and Heals.
It won the creative assignment in a four-way pitch orchestrated by the
Advertising Agency Register and marking the end of previous ad hoc
agency arrangements. Media buying through MediaCom TMB is
Budgets are believed to be about pounds 1.5 million.
Established in 1985 by Andrew Cussins, whose family ran the Maples and
Waring & Gillow chains, Sofa Workshop has developed into a national
chain with more than 30 outlets in the UK and Ireland.
Cussins commented: ’We have a unique proposition and BCD&P has found a
way of expressing it clearly, creatively and with great style.’
The new work is being done by Ray Barrett, the agency’s creative
partner, and his copywriter, Andy Imrie.
Justin Cernis, the BCD&P managing partner, said: ’Our job is to underpin
the brand and create some distance in the market for it. Sofa Workshop
isn’t just another high street retailer and needs a campaign which not
only brings in the business but does it with style.’