Arc Advertising has won the 3m account for home decorating chains Homestyle and Fads, owned by Boots subsidiary AG Stanley.
Arc’s brief is to develop an integrated brand-building campaign for the chains. Both have seen their sales slide in the depressed home-decorating market.
The marketing budget will be increased from last year’s 500,000. Television advertising is being considered.
Arc head of marketing Clive Dobbs says the marketing campaign aims to increase awareness of the brands. “This company is anonymous at the moment. Customers need educating, and we have got to build the brands’ long-term identity.”
The Boots subsidiary has brought in a fresh management team to halt declining sales at the chains. Boots’ last trading statement for the quarter to June 30 shows sales for the Fads and Homestyle chains falling by more than 11 per cent.
AG Stanley has restructured its marketing department following the appointment of Zoe Knight as director of marketing and merchandise. In March, it hired Dobbs from Boots, where he was corporate branding manager.
Arc’s win follows a five-way pitch involving incumbent agency of 15 years Cowing Balmforth Trendall. The company kept the pitch list secret, but it is understood to have included Barker & Ralston.