AMV in £18m Homebase review

Homebase, the DIY retailer sold by Sainsbury’s to Schroder Ventures 18 months ago, is reviewing its £18m advertising account held by Abbott Mead Vickers.BBDO (AMV).

The retailer is using the AAR and is understood to be talking to up to six agencies including AMV. The media buying account, handled by PHD Media, is understood not to be under review.

The move could spell the end for the TV ads featuring Men Behaving Badly stars Neil Morrissey and Leslie Ash as a young couple taking advantage of Homebase offers to decorate their home. But Homebase claims to have renewed the stars’ contracts.

Andrea Preducov, Homebase head of brand marketing, says: “The Neil and Leslie campaign is working well for us and there are some exciting developments in the pipe-line that require wider input. We are talking to several agencies to help us explore these new project areas.”

Since the sale to Schroder, Homebase has launched an upmarket range of home accessories and extended its furniture range by adding beds, tables and sofas.

It is considering a flotation later in the year, but given the recent turmoil in the stock market it is unclear whether this will go ahead. Rival Focus Wickes pulled its flotation in June, blaming the state of the market.

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

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

THE BEST CONTENT

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.

THE BIGGEST ISSUES

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.

PERSONAL AND PROFESSIONAL DEVELOPMENT

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 subscriptions@marketingweek.com

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