The Poulter agency in Leeds is set for a billings boost of up to
pounds 3 million with the capture of Chivers Hartley jams and Office
World, the office supplies retailer.
Both assignments are expected to result in TV-led campaigns later this
Poulters becomes the fourth agency in five years to take on Chivers
Hartley, whose parent company, Hillsdown Holdings, is trying to revive
the brand’s fortunes in a declining and unpro-fitable sector.
Poulters succeeds FCA!, which picked up the Chivers Hartley creative
assignment when it merged with Kelly Weedon Shute last year.
Media buying on Chivers Hartley and Office World switches to Poulters
from John Ayling & Associates.
Although Chivers Hartley has had no advertising support for some time,
Hillsdown is reported to be backing the brand with a pounds 1 million
spend in an effort to capitalise on its heritage.
’The Chivers Hartley name comes through strongly in research but doesn’t
have a lot of magic attached to it,’ an industry source said.
Chivers Hartley would not confirm Poulters’ appointment, saying only
that an announcement was to be made shortly.
The Office World appointment, made without a pitch, reunites Poulters
with the former client, Barbara Miers, who was appointed marketing
director last month.
Richard Lewis, the Poulters managing director, declined to comment.