Benson for Beds supports TV ads

LONDON - Benson for Beds is supporting its £1.5m January sales TV campaign with a direct drive.

The three-week activity, created by Wand Agency, spans national and regional press, as well as in-store and point-of-sale material across the brand's 220 outlets, direct mail and door-drop activity.

The press ads will feature in titles including The Sun, The Mirror, The Times, The Daily Telegraph and Daily Mail.

The chain's 30-second TV ad, which broke on Boxing Day, carries the strapline 'A Bensons bed. Once you're in it, you're out of it'. It was also created by Wand Agency, which was appointed to the business last June.

Charles Tyrwhitt assigns CRM job Shirt maker Charles Tyrwhitt has hired more2 to develop its CRM and data strategy.

The agency has been briefed to handle both ac-quisition and retention campaigns for the brand. More2 will be asked to provide insight into the behaviour of existing clients to encourage more repeat purchases with the findings also used to help reduce the cost of recruiting customers.

Charles Tyrwhitt hired Kitcatt Nohr Alexander Shaw to handle its direct business last year, following the appointment of marketing director Alison Lancaster, who joined the company from John Lewis in August 2006. The brand had previously managed its direct work in-house.

Charles Tyrwhitt, which was founded 21 years ago, has annual sales of more than £50m and retail outlets in Paris and New York. In the UK it operates six stores.

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