Wickes calls £25m ad review

Wickes, the home-improvement retailer, is reviewing its £25 million advertising account, putting the incumbent, MWO, on alert.

Wickes: works with Dentsu Aegis Network on media, social, pay-per-click and SEO
Wickes: works with Dentsu Aegis Network on media, social, pay-per-click and SEO

Will Hamilton, the managing partner at Hamilton Associates, is handling the review and has approached a number of agencies. MWO is expected to repitch.

MWO’s advertising for Wickes uses the strapline "It’s got our name on it" and often features red pencils reminiscent of those used by tradesmen when costing up work. Wickes awarded the account to MWO without a pitch in 2008.

The brand’s most recent TV ad promotes its autumn sale and offer of an additional 10 per cent off prices.

Carat handles Wickes’ £23 million media planning and buying account, which it won in 2011 after a review. Carat beat Walker Media after the incumbent, MEC, withdrew from the process.

In August, Wickes appointed Carat’s parent, Dentsu Aegis Network, to handle social, pay-per-click and SEO.

Jam previously oversaw social media, while OMD UK held the search business.

Wickes and MWO did not respond to Campaign’s requests for comment.

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