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
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
’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.