Furniture chain hires Sass Panayi for £2m TV makeover

Furniture retailer Uno Upholstery has appointed Manchester agency Sass Panayi to its £2m TV account to create a “radical” new brand identity.

There are 19 Uno Upholstery superstores nationwide competing with larger groups DFS and Courts. The chain’s parent company, Uno plc, also owns World of Leather.

Sass Panayi won the account in a three-way pitch against incumbent Capricorn Fulton Harris and SBW Communications. Carat Manchester holds the media buying account while Capricorn still handles the press account.

Sass Panayi planning director Ian Waddington says: “In a sector not noted for its willingness to move beyond ‘presenter’ or ‘people in store’-type commercials, it is particularly pleasing that Uno has accepted our view that the brand needs something a bit more distinctive.”

The first TV commercial from Sass Panayi will break in September. Over the past year Uno has spent £6m on advertising, split across TV, press and radio. In comparison, DFS spent over £30m while Courts spent £15m.

Waddington says the need for innovation in Uno’s advertising is highlighted by the size of rivals’ ad spends and a tough market.

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