Homebase to retain AMV on £24m advertising job

Homebase is poised to re-appoint advertising agency Abbott Mead Vickers BBDO to its £24m advertising account, after entering into final discussions with senior agency executives.

It is understood that the DIY retailer has not called in Lowe, which was competing in a final shoot-out against AMV, for any further negotiations.

Euro RSCG and M&C Saatchi have already been eliminated from the pitch.

AMV has held the business for 15 years. Homebase is expected to rubber-stamp the appointment later this week.

Following the review, conducted by marketing director Ajay Kavan, AMV is expected to drop Men Behaving Badly stars Neil Morrissey and Leslie Ash, who have fronted the chain's advertising for the past six years.

The TV duo were strongly associated with Homebase's value-for-money strategy, which is under review by parent GUS as it seeks to make the retailer a consumer lifestyle brand.

The advertising review comes just five months after Homebase centralised its media account into MindShare, dropping PHD, which had been handling media planning, from its roster.

Homebase, which recruited Kavan from rival B&Q late last year, is in talks with several direct marketing agencies and is considering an increase in customer relationship marketing around its Spend & Save programme next year.

Homebase has almost 300 outlets throughout the UK, serving more than 1m customers every week.

In 2001 the group was sold by Sainsbury's to venture capital group Permira for £491m. The following year, GUS bought it for £900m to complement its existing Argos retail catalogue shopping business.


Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now


John Lewis walks consumers through its history to celebrate 150 years of business
Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Toyota achieves the impossible by calming angry Roman drivers
Tom of Finland's 'homoerotic' drawings made into stamps
YouTube reveals user habits to appeal to 'older' marketers
Ex-M&S marketing chief Steven Sharp consulting at WPP
Wolff Olins reveals new CEO after Apple poaches Karl Heiselman
Glasgow offers £30,000 prize to best digital idea for 2014 Commonwealth Games
Google's revenues surge but shares drop as it grapples with transition to mobile
Facebook beats Twitter to most 'marketing friendly' social media site crown, says DMA
Fableists believe children like Finn should be outdoors enjoying life
Homebase, Baileys and Camelot join the line-up at Media360
MasterCard renews Rugby World Cup sponsorship to push cashless message
Lynx unleashes £9m 'Peace invasion' campaign
Social Brands 100 Youth: Pizza Hut most social youth brand in UK
Cheryl Cole is wild and arresting in new L'Oreal work
Morrisons told not to show alcohol ads during YouTube nursery rhymes
O2 head of brand Shadi Halliwell departs after 23 years at company in restructure
Tesco hit by further sales decline as it turns to digital Clubcard and social network
Branding guru Wally Olins dies aged 83
Duracell short film captures epic Transatlantic voyage
Ash runs Tinder experiment to show smokers are less desirable to opposite sex
British Airways teams up with Gerry Cottle Jnr for summer of rooftop film screenings
Arklu says 'girls can be superheroes too' with doll design competition
Coke enters squash market with Oasis Mighty Drops
Virgin Galactic signs up Land Rover as space flight sponsor
Motorola marketer Andrew Morley departs as Google gears up for sale to Lenovo
US Airways apologises after tweeting obscene image at a customer