MediaCom picks up £4m Kwik-Fit business

The vehicle repair chain Kwik-Fit has handed its £4 million media account to MediaCom following a competitive pitch.

MediaCom has won the business after a shoot-out against OMD UK.

The media overhaul follows the recent selection of OMD's sister agency BMP DDB to handle Kwik-Fit's creative account, after a review out of Faulds Advertising, which also handled media for Kwik-Fit.

Faulds had held both creative and media accounts since 1999, when it won the media from CIA Scotland and the creative from the Morgan Partnership.

Kwik-Fit's creative and media review follows its acquisition last year by the venture capitalist CVC Capital Partners from Ford for £330 million. Ford had acquired the company from its founder, Sir Tom Farmer.

CVC also owns Halfords, which it acquired from Boots last year. It then moved media for Halfords out of MindShare and into OMD.

The Edinburgh-based Kwik-Fit, which has 2,500 vehicle repair centres that also sell automotive parts and tyres, wants to expand to 5,000 outlets over the next two years. Expansion across Asia and Europe is thought to be a possibility.

Nick Lawson, the joint managing director of MediaCom, said: "I think this was an amazing effort from the MediaCom team. We forced our way on to the pitchlist at the last minute, and demonstrated we have the passion and commitment to meet Kwik-Fit's ambitious plans."

Kwik-Fit has used the strapline "You can't get better than a Kwik-Fit fitter" since 1985 in its ad campaigns.

The Kwik-Fit win follows MediaCom's capture of the £8 million Cancer Research account last week. Earlier this month it had missed out in the Procter & Gamble UK media planning review after a consolidation process.