Polycell plans new TV campaign after Publicis lands task

Polycell, the DIY brand, is renewing its links with John Wringe, the Publicis client services director, by appointing the agency to mastermind its repositioning.

Polycell, the DIY brand, is renewing its links with John Wringe,

the Publicis client services director, by appointing the agency to

mastermind its repositioning.



The assignment is the prelude to a proposed national TV campaign, due to

break before Easter 1998.



Polycell’s annual adspend is about pounds 1 million but industry sources

expect it to rise as the company diversifies and new products come on

stream. Media buying remains with TMD Carat.



The appointment, made without a pitch, comes two years after the brand

split with the then Kelly Weedon Shute, which was merged with the

Publicis subsidiary, Impact FCA!, earlier this year (Campaign, 18

July).



It also re-establishes the relationship between Polycell and Wringe,

who, as group managing director of Cogent, ran its account for eight

years from 1987.



Publicis is working with Haines McGregor, the new product development

consultancy, on product extensions for Polycell.



The move marks a return to Polycell’s strategy of the late 80s when it

moved into areas such as plumbing and home security.



Wringe said: ’Polycell has fantastic products but doesn’t have

sufficient credibility and our brief is to add status and

professionalism to the brand to enable it to launch a raft of new

products.



’If you go into any DIY shed you see a few mega brands and own-labels,’

he added. ’Polycell wants to be one of those brands.’



Meanwhile, Cuprinol wood protection products, Polycell’s sister brand,

is understood to be talking to agencies and is likely to make an

appointment next week.



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