Carphone Warehouse picks Y&R for new Christmas ads

Carphone Warehouse has handed Young & Rubicam the task of developing a heavyweight Christmas television campaign, thought to be worth around pounds 3 million.

Carphone Warehouse has handed Young & Rubicam the task of

developing a heavyweight Christmas television campaign, thought to be

worth around pounds 3 million.



Y&R pitched against Lowe Howard-Spink, Duckworth Finn Grubb Waters and

the Brasserie to secure the business. It already holds the pounds 3

million account for Tandy, which is owned by the phone company. The

Brasserie is the incumbent on the main Carphone Warehouse business,

worth pounds 12 million annually.



The company’s founder, Charles Dunstone, was told of Y&R’s acquisition

of Rainey Kelly Campbell Roalfe on Tuesday, when he informed the agency

of its win. It is not yet clear whether Rainey Kelly’s handling of the

Virgin Mobile account will present a serious problem.



Although the new task is specifically for the run-up to Christmas, the

agency is hopeful that the relationship will continue. ’We’ll take it a

step at a time,’ Toby Hoare, Y&R’s chief executive, said. ’Part of our

strategy this year has been to develop our credentials with local

clients. So this is a significant development for us. It says that we’ve

changed as an agency.’



The heavyweight TV campaign will mark a change in direction for Carphone

Warehouse, which historically has focused its spend on radio

advertising. The media accounts, held by Radioville, Matters Media and

Unity, are unaffected by the review.