DIY giant Wickes puts pounds 5m account up for grabs

Wickes, the DIY chain, is to review its multi-million pound advertising account as it expands its stores.

Wickes, the DIY chain, is to review its multi-million pound

advertising account as it expands its stores.



The company, which has used Clark & Taylor since 1995, spent pounds 4.5

million on advertising last year, according to AC Nielsen-MEAL. In the

past two years, it has concentrated on tactical advertising in the

national press and has worked extensively below the line. A more

concentrated brand-building approach to advertising is expected to be

taken next year.



The shortlist was compiled through the Advertising Agency Register, and

comprises the incumbent, Lowe Howard-Spink, which handled Wickes’s

brand-building work until two years ago, DMB&B and Leo Burnett.



The agencies will make creative and strategic proposals for national and

local elements of the Wickes business in November. The media account,

which is handled by Western International Media, is unaffected by the

review. A decision is expected by the end of the year.



Michelle Thompson, the brand communications controller for Wickes, said:

’While we are happy with the strategic, creative and operational input

of Clark & Taylor, we felt that this would be a good opportunity to

assess whether our current set-up offers us the best option.’



Lowes’ last major work for the chain was a TV commercial in 1995 which

parodied trailers for the Channel 4 soap, Brookside, concerning a hidden

body storyline.



Wickes hit the headlines last year when it was at the centre of a false

accounting scandal following the disclosure of trading irregularities,

said to be worth up to pounds 50 million. This prompted an inquiry by

the Serious Fraud Office into the management of the time.



However, the chain appears to be emerging from the scandal. Last month,

the new management announced the first profit for three years.



A four-year programme will target the ’decorative product’ sector where

the company’s market share is less than its average across products at

the heavier end of the DIY chain.



Topics

Become a member of Campaign from just £46 a quarter

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.co.uk ,plus get exclusive discounts to Campaign events

Become a member

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

Partner content