DMB&B has won the pounds 5 million Wickes account after triumphing
over Leo Burnett in the final stage of the pitch.
Lowe Howard-Spink and the incumbent agency, Clark & Taylor, were also
involved in the original pitch for the DIY chain’s business, after the
review was announced in October (Campaign, 10 October).
Wickes, which has worked with Clark & Taylor since 1995, has
concentrated on tactical press advertising and below-the-line work for
the past two years. The review was prompted by the retailer’s decision
to take a more concentrated brand-building approach to marketing.
Barry Cook, the managing director of DMB&B, said: ’The chemistry
throughout the pitch was excellent and we can’t wait to get stuck in to
the business in 1998.’
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 at the time.
Since then, however, the chain appears to have recovered from the
scandal and, in September, the new management announced Wickes’ first
profit for three years.
Wickes is widely thought of as the store for the more serious DIY
practitioner, and is also more closely associated with trade customers
than rivals such as Sainsbury’s Homebase and B&Q.
Media buying will remain with Western International Media. DMB&B and its
sister shop, IMP, will together handle all above- and below-the-line