The DIY retailer, Wickes, has awarded its pounds 5 million media
planning and buying account to Universal McCann, an agency which was not
on the original pitch-list.
Universal scooped the account following a four-way pitch against the
incumbent, Western International Media, MediaVest and Mediapolis.
Universal was invited to pitch several weeks after the account was put
up for review. Walker Media, which was on the original pitch-list,
decided not to take part.
Fiona Smedley, the joint managing director of Universal McCann, said:
’Wickes has a clear vision of where they want to take the brand, and the
early stages will be a local marketing focus, before moving on to a much
stronger brand positioning.’
Smedley led the pitch with her co-managing director, Chris Shaw.
It’s expected that Wickes, which has 124 stores nationwide, will
increase its above-the-line advertising spend to pounds 8 million next
year. Wickes plans to broaden its consumer appeal while retaining its
trade customers.
A spokesman for Wickes said: ’The decision to change agencies was a
difficult one, especially as Wickes has worked extremely well with
Western International Media over the last seven years.’
