TV and video rental company BoxClever has appointed Miles Calcraft Briginshaw Duffy to its £1m advertising business, after a three-way pitch against Leagas Delaney and an undisclosed agency.
The agency has been appointed to handle BoxClever’s creative advertising but also to advise on the development of the chain’s business proposition and brand. The chain has over 180 stores nationwide and is hoping to revitalise the television rental market, which has been in decline over recent years.
BoxClever is the business that was created by the £1bn merger of Radio Rentals and Granada TV Rentals in December 1999. The new business has been streamlining its interests over the past five years, but the BoxClever brand has lacked investment.
The appointment of Miles Calcraft is part of a strategy to develop a new rentals market while raising awareness of the BoxClever brand. It is hoping to reposition renting in a way that is modern and relevant to today’s consumers. It is currently reviewing its products and rental packages.
Miles Calcraft will be working on a through-the-line campaign for the company, which is expected to break later this year.
Granada TV Rental’s agency Abbott Mead Vickers.BBDO beat Radio Rental’s incumbent Ogilvy & Mather to win the account at the time of the merger. BoxClever parted company with AMV in 2001.