HomeForm consolidates entire £20m media planning and buying account into Brilliant

HomeForm, the retail houseware group that owns the Dolphin Bathrooms, Kitchens Direct, Moben Kitchens and Sharps Bedrooms brands, has centralised its &£20m media planning and buying into Brilliant Media.

The decision comes after Interpublic Group-owned BrandConnection resigned the company’s press business (MW last week). Brilliant already handled HomeForm’s television work, but now holds the whole account.

HomeForm group marketing director Chris Gooding says/ “We moved our TV business to Brilliant two years ago and because of the agency’s performance it made sense to integrate press planning and buying.”

Brilliant chief executive Steve Lane adds: “Organic growth from an existing client is an endorsement of our service and we are delighted to be extending our role with the company.”

HomeForm has annual sales of more than &£200m, and sells and installs more than 50,000 kitchens, bedrooms and bathrooms each year. According to MMS, it has spent more than &£19m on media in the past year, with &£7.3m forked out on Moben Kitchens.

BrandConnection held the press account for 11 years, but is thought to have ended the relationship because of the depressed retail environment, with furniture and DIY stores struggling in particular. HomeForm’s competitors include Kingfisher- owned B&Q.

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