Dorma, the soft furnishings company, has appointed WWAV Rapp
Collins North to its above- and below-the-line advertising following a
The pounds 800,000 account will cover direct response consumer
advertising, direct mail, brochure design and database building. The
overall aim is to enhance Dorma’s brand and to build on existing growth
by seeking to attract a broader range of consumers.
WWAV won the business against the Edinburgh-based Leith Agency and MAP
from Manchester. The previous incumbent was a Northern-based design
agency called the Chase.
Advertising will be targeted at home interest titles and will feature a
freephone number. Enquirers will be mailed Dorma’s brochure and directed
to local stockists. A database will be built up from information about
WWAV North’s managing director, Helen Simpson, commented: ’Dorma is keen
to get to know its customers better and build a relationship with them.
There is strong brand loyalty to Dorma and we want to tap into that and
also try to attract slightly younger consumers, while not alienating the
Dorma’s marketing manager, Janet Duckworth, added: ’We are keen to adopt
a more integrated marketing strategy and WWAV’s thinking mirrored our
own and, indeed, even managed to exceed our expectations.’
Dorma is the market leader in manufacturer-branded bed linen, with a 25
per cent market share. It makes a complete bedroom range, from sheets,
duvets and pillowcases, through to curtains, wallpapers and borders.
Dorma has more than 400 outlets.