Homebase reviews £24m ad business out of AMV

Homebase is reviewing its £24m advertising account, held by Abbott Mead Vickers.BBDO.

Homebase is reviewing its &£24m advertising account, held by Abbott Mead Vickers.BBDO.

The DIY retailer has shortlisted AMV, Lowe, Euro RSCG London and M&C Saatchi to pitch for the business. The review is overseen by marketing director Ajay Kavan, who was poached from rival B&Q last year.

The move heralds the end of Homebase’s long-running advertising campaign, starring Neil Morrissey and Lesley Ash. The pair will be dropped early next year as part of the retailer’s plans to move away from its value-for-money positioning.

Homebase says that it wants consumers to “reappraise the Homebase brand” after a 15-year association with AMV.

Last year, Homebase worked with Lowe on its “My Home” campaign.

Homebase’s media planning and buying account, held by MindShare, is unaffected by the review. MindShare won the planning account from PHD earlier this year.

Great Universal Stores acquired Homebase last year, prompting reviews of both the Argos and Homebase media buying accounts.

PHD lost the media buying account, but retained planning for ten months, until May, when MindShare was awarded the consolidated account.

Homebase recently appointed Carolyn Simons as commercial director (MW August 12). She joined from Homestyle, where she was group managing director.

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 subscriptions@marketingweek.com

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