- Sofa Workshop, the specialist furniture and upholstery retailer, has picked Barrett Cernis Delves & Partners to produce advertising that will distance it from its mass market rivals.
The agency is currently working on a midsummer national press and magazine campaign to turn the brand into a more potent rival to offerings from John Lewis and Heals.
It won the creative assignment in a four-way pitch orchestrated by the Advertising Agency Register and marking the end of previous ad hoc agency arrangements. Media buying through the MediaCom TMB is unaffected. Budgets are undisclosed but are believed to be about £1.5 million.
Established in 1985 by Andrew Cussins, whose family ran the Maples and Waring & Gillow chains, Sofa Workshop has developed into a national chain with more than 30 outlets in the UK and Ireland. It offers a made-to-order service and is developing a growing mail order business which is marketed separately.
Cussins said: "We have a unique proposition and BCD&P has found a way of expressing it clearly, creatively and with a great deal of style."
The appointment comes amid a period of intense competition within the £5.5 billion UK furniture market -- much of it driven by heavy discounting -- which increased its total adspend by more than 10 per cent last year.
The new work is being produced by Ray Barratt, the agency's creative partner, and his copywriter, Andy Imrie.
Justin Cernis, the BCD&P managing partner, said: "Our job is to underpin the brand and create some distance in the market for it. Sofa Workshop isn't just another high street retailer and needs a campaign which not only brings in the business but does it with style."