Bates lands £10m B&Q online brief

DIY chain B&Q has handed Bates UK a brief to revamp its online service, B&Q Direct, understood to be worth up to &£10m.

Bates, which already handles the company’s retail business, is believed to have beaten WCRS and BMP DDB to the account, which involves relaunching the existing site

The pitches were overseen by Stephen Robertson, the former marketing director of B&Q, who became managing director of parent company Kingfisher’s e-commerce division, e-Kingfisher earlier this year (MW June 22).

Robertson says: “We decided to look afresh at what we wanted to do, but having spoken to several agencies: Bates came out on top.”

The revamped site will have full e-commerce facilities, enabling customers to order goods online. The existing is an information-only site. It is not clear whether the new site, which is scheduled for launch next spring, will be renamed.

The move is part of Kingfisher’s strategy to boost its e-tailing operations. The group, which also includes Woolworths, Superdrug, Comet and music chain MVC in the UK, has forecast that online sales will rise from &£40m a year to &£1.5bn by 2004.

Media buying for the business will remain at Zenith.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now


Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email

If you are looking for our Jobs site, please click here