Blacks Leisure Group, one of the UK’s leading outdoor retailers, has handed its online marketing account to DNX, the creative agency run by former Tesco marketer Drew Nicholson.
DNX will handle creative work for the Blacks and Milletts brands. The business was previously held by interactive agency Wheel.
Online advertising created by DNX will be bolstered with e-mail campaigns to existing and prospective consumers. Blacks intends to develop a partnership programme to build loyalty through third-party marketing, including consumer magazines. It will target key markets such as ramblers’ groups.
Nicholson, joint managing director of DNX, says: "Clients want thought-through input and responsive creative output, and we are already getting the message right."
David Kohn, director of business development at Blacks Leisure Group, adds: "DNX understands our retail space, and online is a critical part of our development."
DNX’s other clients include BHS, The Link, The Rank Group and Timberland.