Thorn appoints Ogilvy & Mather to £10 million business

- Thorn UK has appointed the Ogilvy & Mather group to handle its £10 million Radio Rentals advertising business on a full service basis.

- Thorn UK has appointed the Ogilvy & Mather group to handle its £10 million Radio Rentals advertising business on a full service basis.

O&M won the business following a final head to head pitch against GGT. WCRS, the Radio Rentals incumbent agency of six years, declined to repitch for the business. Media, which was handled by Mediapolis, moves to MindShare, while the direct marketing shop, OgilvyOne, will also have input on the business, which includes Radio Rentals' direct arm, DER Direct.

Sales promotion for Radio Rentals remains with Marketing Store Worldwide, which will work alongside O&M on the business.

The first creative work will be out in time for the World Cup '98, to coincide with an expected upsurge in demand for widescreen TVs.

Mike Ryan Thorn's UK marketing director, said: "We've consolidated all our marketing activity to strengthen it at a time of real opportunity for the company and the consumer. O&M really understood what we're about as well as our ambitions and we're confident of working with them long-term on our strategy."

Radio Rentals claims a customer base of more than 1.2 million and has more than two million units on hire. But it has suffered in recent years from the decline of the rentals sector, as a growing number of people now buy rather than rent household equipment such as televisions.

While Radio Rentals conducts most of its rental business through high street retail sites, DER Direct rents a similar range of brands direct-to-home through catalogues. Easiview rents directly to those lower income customers who prefer a slot meter method of payment.

Ryan, Radio Rentals' fourth marketing boss in five years, was previously the European marketing director for Crazy George's - Thorn's furniture and electrical goods chain.

Tom Bury, chief executive of O&M, said: "The integrated team we will be offering will provide a service for the two core Thorn UK brands, Radio Rentals and DER Direct, through the line. This is a great opportunity to demonstrate insight and creativity for Thorn UK's premier brands."


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