Homebase reviews £24m ad business out of AMV

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.