Fads hunts agency for 3m account

BYLN:

Home decoration retailer Fads is looking for an advertising agency to handle its 3m business as part of an overall marketing review.

Fads, which is part of the Boots group, has restructured its marketing department recently following the appointment of Zoe Knight as director of marketing and merchandising last autumn. In March, Clive Dobbs was appointed head of marketing from Boots.

The retailer has drawn up a shortlist, which includes the incumbent of 15 years Cowing Balmforth & Trendall, and will make a decision in July.

Fads has seen a downturn in business in the past few years and is expected to remain in the red when Boots announces its results this week.

Four years ago, Focus DIY offered Boots 70m for Fads, but, at the time, Boots was determined to hold on to the chain.

Fads has more than 400 stores around the country. About half of these are small high street paint and wallpaper outlets. The remainder are larger out-of-town home decoration retailers.

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