Banks Hoggins O’Shea’s media department has snared another piece of
business from Frontline Media by picking up the pounds 1.7 million
Kingsbury Interiors account.
The business moves into Banks Hoggins with immediate effect and follows
the agency’s appointment to handle the Referendum Party account last
week (Campaign, 22 November).
Banks Hoggins’ fledgling media department will now plan and buy all
media for the furniture retailer.
Historically, Kingsbury has used local and regional press and radio.
However, as it gears up for a national expansion programme, the retailer
is likely to deploy TV advertising and is poised to increase its
marketing spend to a claimed pounds 4 million in the year ahead.
Banks Hoggins picked up the creative account last April, following a
competitive pitch between Saatchi and Saatchi and Walsh Trott Chick
Smith. At the same time, the media went to Frontline.
Before these appointments, the account was handled by a small East
Anglian agency, DCN.
At the time of the win, the chairman of Banks Hoggins, John Banks, said
the campaign would embrace a below-the-line element and that spend had
been earmarked for direct mail as well as sales promotion, in addition
to the above-the-line budget.
Jonathan Stirling, media director at Banks Hoggins, said: ‘This is a
great time to get involved with Kingsbury. It is operating in one of the
most competitive retail markets, where media can make a difference.’
Paul Prince, joint managing director at Frontline, said: ‘As far as
we’re concerned, the account was a loss-maker and we had a number of
difficulties with the client.’
Kingsbury, based in Northampton, has 45 outlets as well as the Wade
chain of stores and Harrison Gibson, a department store in Ilford,
Essex.
