Booth Lockett Makin Media has won the estimated &£3m account for online office supplies retailer Euroffice.co.uk.
Euroffice.co.uk is run by three managing partners including Paul Karibian – co-founder of office supplies retailer Staples in the US.
Booth Lockett Makin is to develop regional tests to determine the best strategy for a national campaign to be rolled out in June.
BLM Media associate director Adam Shoefield says: “As an agency, the ability to marry classical media thinking to developing markets, such as the dot-com sector, is of prime importance.
“Euroffice.co.uk came to us looking for input on a broad level about the small and medium-sized enterprise sector. We have developed a regional test which will deliver the insight to take Euroffice.co.uk to the small business market.”
Small business owners are notoriously hard to target through advertising. BLM will use regional press, radio and direct mail, as well as mouse mats and other tactics.
Euroffice.co.uk managing partner George Karibian says: “In this market, it was crucial to find an agency which is interested in helping us to develop as a business rather than just spend our marketing budget.”