Granada UK Rental is briefing agencies about a major marketing comeback,
which could see a 50 per cent hike in adspend at Britain’s number two
rental company, putting Granada back on TV after a two-year break.
Granada already spends around pounds 6 million a year on tactical
advertising, through Delaney Fletcher Bozell. However, a change of guard
at the rentals group has put an emphasis on marketing, and this figure
is set to rise to as much as pounds 9 million as branding moves further
to the fore.
Three agencies will be presenting their views on the future of the
rentals sector this Friday, including Delaney Fletcher and Granada’s
below-the-line shop, Campaign. If this fails, Granada will start a wider
search for a shop to help the group revitalise its image.
Roger Mavity, a former advertising heavyweight, was brought in last year
to take control of the Granada Rentals group. Since his arrival, Mavity
has been masterminding what he calls a ‘customer comes first’ culture
The rentals market, currently dominated by Thorn EMI’s Radio Rentals,
has been in long-term decline, but growth in the mobile phones market
has provided another sector opportunity. The rental sector is also
expanding away from its traditional base to cover such areas as white
goods, furniture and even jewellery.