Euro carpet consortium hunts agency for 3m task

A consortium of pan-European carpet retailers called The Fifth Wall Group is hunting for an agency to handle its £3m advertising business in an attempt to raise its profile.

The pitch is being overseen by The Observatory, which has shortlisted four agencies – Miles Calcraft Briginshaw Duffy, Leo Burnett, WCRS and Delaney Lund Knox Warren.

The advisory board of the group, formed early this year, includes retailer Carpetright, specialist floor covering distributor Headlam Group and the Associated Weavers. It also includes Abingdon Flooring and the Belgian carpet producer Balta Group.

The brief for the agency is to update the image of flooring as the “fifth wall” – or the largest single unbroken surface in a room.

The carpet industry has faced a consumer backlash in recent years because of allergy and dust fears, and the group is keen to raise awareness of the so-called “green labels” that have better indoor quality.

The Observatory was launched by Stuart Pocock last year. Pocock, who was previously a partner at Agency Assessments International, set up the consultancy with Lucinda Peniston-Bains, also formerly of Agency Assessments.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

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 are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

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