Big Yellow appoints Doner Cardwell for above-the-line task

The high-street consumer storage business The Big Yellow Self-Storage Company has hired Doner Cardwell Hawkins for its first above-the-line advertising campaign, and has earmarked £1.5 million for the task.

The agency competed against five undisclosed rivals in the pitch, and its appointment comes as Big Yellow seeks to cement its position in the UK's growing consumer storage market.

It is thought the agency will work on an integrated campaign, likely to incorporate press, poster and online activity, in a bid to educate consumers about the benefits of its warehouses and facilities.

Big Yellow has 29 24-hour outlets in the south-east of England, but wants to expand nationally. It competes with companies such as Access Storage, which claims to be the market leader with 40 stores nationally and 15 on the continent, Shurguard UK, which has eight stores within the M25, and Lok'n Store, also with a nationwide presence.

It is unclear whether Doner Cardwell Hawkins will also target businesses with its campaign. Big Yellow has business clients including Coca-Cola and Nestle.

Over the past four years the number of self-storage centres in the UK has increased by more than 300 per cent. However, despite its increasing prominence, the UK industry is still at a fledgling stage.

Neither Doner Cardwell Hawkins or Big Yellow was available for comment as Campaign went to press.

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