Allied Carpets picks Fraser for £5m task

Allied Carpets has appointed Fraser Design to handle its £5.2m advertising account, previously held by Bds Beechwood.

Following the resignation of Bds Beechwood over a clash on strategy, the company invited Fraser – its incumbent on its below-the-line business – and several other agencies to pitch for the above-the-line account.

Allied Carpets marketing manager Drew Green, responsible for advertising and marketing following the departure of marketing controller Steve Johnson last year, conducted the review. Allied Carpet’s media buying will remain with MBS Media.

The retailer, which has not advertised on television for the past 18 months, is considering returning to the medium.

Allied Carpets’ chief competitor is market leader Carpetright, which is understood to have a market share of 22 per cent compared with Allied Carpets’ 15 per cent.

Allied Carpets has about 230 stores and trades under the name of General George in Scotland and Allied Carpets in England.

French retailer Tapis Saint-Maclau took over Allied Carpets in 1999, after fighting off competition from Wassall – an investment conglomerate – and Brown & Jackson, owner of Poundstretcher.

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