Willox Ambler wins Muji’s UK business after creative pitch

Muji, the Japanese retail chain which sells unbranded goods, has picked the newly merged Willox Ambler Rodford Law to handle the creative assignment on its pounds 500,000 account.

Muji, the Japanese retail chain which sells unbranded goods, has

picked the newly merged Willox Ambler Rodford Law to handle the creative

assignment on its pounds 500,000 account.



The appointment is believed to be the prelude to a move into continental

Europe by the company, which established itself in the UK eight years

ago.



Chris Ambler, the agency’s commercial director, would not comment on the

appointment, but industry sources say Willox Ambler has been awarded the

business after a three-way pitch.



Ewan Douglas, Muji’s UK director of operations, said: ’There’s nothing I

wish to comment on. We have been talking to several companies and we are

in the process of concluding that.’ He declined to say what brief

competing agencies had been given.



Muji was reported to be talking to agencies last month about the future

of its account, which left the London office of Hakuhodo almost a year

ago after the company had diverted much of its ad budget into store

openings.



Muji, which began as the own-label goods division of a Japanese

supermarket chain in the 80s, opened its first British store in London

in July 1991. Its stores sell a range of high-quality and simply styled

goods including clothes, food, stationery and household products.



Muji enjoyed a six-year relationship with the creative, Ken Dampier,

whose former agency, Dampier Robertson Redel, was appointed to run

Muji’s first British advertising. Hakuhodo took over the business with a

brief to broaden its customer appeal beyond affluent professionals.



Willox Ambler was formed in December from the merger of Ambler Rodford

and the through-the-line specialist, Willox Holmes Law.



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