Stag, the furniture manufacturer, is talking to agencies about the
future of its pounds 2 million through-the-line advertising account nine
months after appointing Leagas Shafron Davis.
Company executives, led by Nick Tuck, the marketing services manager,
are understood to be seeing credentials presentations from shops inside
and outside London, with a view to drawing up a shortlist.
Industry sources say Stag is looking to capitalise on an upturn in the
recession-battered UK furniture market to re-establish the brand with
Leagas Shafron won the account - including a pounds 1 million above-the-
line campaign - in April last year. However, the business has been a low
spender and the agency is said to be poised to resign the account.
Stag has suffered not only from a depressed housing market, which has
hit sales badly, but also through the financial problems of its Spring
Ram parent, which have had a knock-on effect on ad budgets.
Keith Woodyer, Stag’s sales and marketing director and a former ad
agency executive, is said to see a new opportunity for the company as
the housing market benefits from increased investment and consumers
start replacing old items of furniture.
‘Stag has been a well-known name in the furniture market for a very long
time,’ an insider said. ‘It shouldn’t take too much to make it top of
mind with consumers once again.’
Stag owns a number of furniture brands, including Stag itself,
Bridgecraft and the Rest Assured label, bought two years ago. It is
aiming to create a single, integrated furniture company.