Homebase reviews £27m ad business

Retailer Homebase is reviewing its £27m advertising business, which is currently at Abbott Mead Vickers.BBDO. It comes just weeks after the retailer reported slow sales growth over the crucial Christmas trading period.

The incumbent, which has handled the business for ten years, has been invited to repitch. The review is being handled by a marketing procurement company called RD Squared. The planning and buying is through Mindshare and is not thought to be affected by the pitch.

In the past, Homebase used Leslie Ash and Neil Morrissey in its ads, but they have since been axed. Its latest campaign revolved around the orange dot from the company logo, which becomes an animated portal through which consumers get a glimpse of the Homebase range.

Homebase is a division of Home Retail Group, which, with Argos, was demerged from Great Universal Stores in 2006.

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