Universal McCann has won the 5m media buying account for DIY chain Wickes, after beating incumbent agency Western International Media in a four-way pitch.
The appointment, which is a precursor to a major revamp by the 120-strong chain, follows a battle between Universal, MediaVest, Mediapolis and Western, although Universal only joined the pitch after Walker Media dropped out last month (MW November 12).
Universal joint managing director Chris Shaw says: “This piece of work demonstrates our ability to buy media both locally and for retail clients.”
The move signals a major initiative by Wickes to revamp its positioning in the competitive DIY market, and follows a seven-year relationship with Western.
The chain, which focuses largely on builders rather than home DIY enthusiasts, is planning to roll-out its new store format which was launched in April, and will open at least ten more stores next year.
The new stores are expected to carry a broader range of DIY products, including more paints, wallcoverings and bathroom accessories.