Books etc to launch first brand push

Books etc, the 20-strong London book chain bought by US company Borders in December, has hired Bean Andrews Norways Cramp horn (BANC) for its first branding campaign.

The poster drive will run on London Underground trains and escalator panels with the line “Curl up with a good bookshop”. BANC won the business after a four-way pitch. Books etc commercial director Rita Schreyer refuses to comment on how much the campaign is worth.

The move comes against a background of heightened activity in the UK book market. Borders is to open a chain of 40,000 sq ft superstores across the UK, with the first opening on Oxford Street in August.

Verdict Research believes Borders superstores will spark a price war, resulting in a shake-out among “weaker multiples and independents”.

The newly formed HMV Media Group, owner of Waterstone’s and Dillons forms the main competition.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here