HomeForm launches agency review

LONDON - HomeForm, the parent company of Moben Kitchens and Dolphin Bathrooms, is looking for an agency to handle its £15 million account.

Sharps... Homeform brand
Sharps... Homeform brand

The AAR is handling the pitch and is currently in the process of contacting agencies for credentials meetings.

A request for information, which was sent to a number of London shops last week, said the retailer was looking for an agency that could "fight in the marketing trenches".

The successful agency will create advertising for all of HomeForm's brands, which include Kitchens Direct and Sharps Bedrooms.

Delaney Lund Knox Warren & Partners, the incumbent on the advertising account, and Logan Tod & Co, the company's digital agency, have been invited to repitch.

Since winning the account, DLKW has produced Boxing Day-sale campaigns for Kitchens Direct and Moben, which broke in late December 2007.

The Moben spot showed a couple dancing around a kitchen, with a Loyd Grossman-style voiceover describing the benefits of Moben's kitchens in the style of a recipe.

Mark Collier, the group marketing director of HomeForm, said: "As we continue to make significant investment in our showroom network, we need to make sure that we have the right agency partners to work alongside us during the next phase in our development."