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.

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