Builders merchant group Jewson starts review of 3m advertising

Builders merchant group Jewson is reviewing its 3m advertising account.

Builders merchant group Jewson is reviewing its 3m advertising account.

The review also includes the company’s below-the-line and media agencies.

The move was triggered by the 318m purchase, by Jewson’s parent Meyer International, of one of its keenest rivals, Harcros, in November.

The deal doubled the number of Jewson branches to 400 and gave the company, now the UK’s largest builders group, a turnover of 1bn.

The priority for the new campaign will be to promote the conversion of the 211 Harcros branches into Jewson outlets.

Jewson marketing controller Lily Hira is drawing up a list of four agencies, including incumbent Cogent, which works with media agency PHD Compass on the account. The agency created a 3m TV and press campaign for Jewson which ran last March.

The annual spend is now expected to increase because of the extra work involved in the acquisition of Harcros.

Hira says the company is looking for a full-service agency and will make a decision before the end of January.

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