Carpet Depot, the sister brand to the expanding carpet retailer,
Carpetright, this week saw final pitches from agencies in preparation
for a pounds 6 million drive to support its expansion plans.
Arc Advertising, Osprey Park and Stowe Bowden Wilson lined up with their
media affiliates to present last Monday. The incumbent is Grey
Advertising, which has held the main Carpetright account alongside its
media arm, MediaCom, for six years.
The client is eager to position Carpet Depot as a separate brand from
Carpetright and its third sister company, Premier Carpets.
Carpet Depot opened its first store last September, and there are
currently six outlets nationwide. The client aims to open 15 more by
September, rising to 70 stores over the next three years.
Carpet Depot’s stores are larger and feature a wider range of stock -
including more upmarket ranges - than its sister companies. They aim to
offer interest-free credit, which the group’s other stores do not.
The campaign, which is due to launch in early summer, will use a mix of
TV, radio and press advertising.
Karen McKellar, the advertising and marketing manager at Carpetright,
said: ‘The brief is to launch Carpet Depot as a major force in carpet
retailing and give the stores a different profile. Grey handles the main
account. This review is no reflection on the agency, but we wanted the
two brands to be handled separately.’
Bill Jones, deputy chairman of MediaCom, could not be reached for
comment as Campaign went to press.