Fairview seeks agency in bid to go upmarket

Property company Fairview New Homes has shortlisted two agencies and is to increase its adspend to 2m in an attempt to create a more upmarket image.

Fairview’s marketing consultant Dave Reed drew up a list of six London agencies after submitting a brief to the Advertising Agency Register.

Reed refuses to reveal which agencies have been selected, but the list is understood to include Griffin Bacal and Jaffe Keating. “There are six on the list at the moment and I will shortlist three later in the week,” he says.

In the past, Fairview has used CAS and Indigo, but for its next campaign it is considering TV advertising in addition to press ads.

Fairview – Greater London’s largest house-builder – has a “cheap and cheerful” image. Until now, it has mainly built homes for first-time buyers in east London. But in the next few years it plans to market detached houses and luxury apartments in prestigious locations besides the Thames and in central London.

Fairview, which is a subsidiary of food company Hillsdown Holdings, will be demerged and listed on the Stock Exchange in the autumn. It is expected to be valued at 250m. Hillsdown has already sold off a number of divisions in the face of a weakening share price and boardroom resignations.

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