Wickes Building Supplies has appointed Mortimer Whittaker O’Sullivan to handle its £10m advertising account. It is not clear if there was a pitch and incumbent BDH/TBWA will continue as the retailer’s below-the-line agency.
MWO has been given a brief to develop a higher brand profile for the brand and to help accelerate growth. The agency will work directly with Wickes marketing director Rob Murray.
The appointment is part of a strategic review of the retailer’s marketing communications that aims to differentiate Wickes from other DIY suppliers. It is positioned as a supplier to the trade and “serious DIYers” as other retailers have moved to soften their images.
Murray, who joined Wickes from Ryvita in October last year, says: “Although it is already a very successful brand, it feels like a well-kept secret. We will be working with MWO to unlock the enormous potential of the brand.”
Murray previously worked with the agency during his five-year tenure at Ryvita.