Clark & Taylor clinches Ideal Home account

Clark & Taylor has won the 2m advertising account for the Ideal Home Exhibition, which is to relaunch next year with new branding.

The account was previously held by Mortimer Whittaker O’Sullivan, but was handed to C&T without a pitch.

Last year, 1.2m was spent on advertising for the exhibition, according to ACNielsen-MEAL.

C&T will handle a similar sum, and carry out direct marketing work. It will also work on additional exhibitions run by the Daily Mail Group Home and Leisure division.

The Ideal Home Exhibition attracts about 500,000 visitors every year, but it has lost its reputation as the premier destination for people seeking ideas about the home to furniture stores such as Habitat, Ikea and out of town retailers.

The exhibition is trying to attract younger, higher spending customers.

A strategic brand review is expected to show that the focus of the show ought to shift away from exhibitors to customers.

The exhibition’s logo has been redesigned by jones knowles ritchie.

C&T was appointed by DMG group show director Tim O’Neill, who previously worked for Granada and Whitbread. He was unavailable for comment.