NEWS: Granada hunts shop for TV ad comeback

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 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

for Granada.



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.



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