Sheffield-based agency Front has won the advertising account for Chelsea Flower Show organiser The Royal Horticultural Society. The win follows a competitive pitch against undisclosed agencies.
The agency pitched with MediaVest, which has been awarded the planning and buying contract. The £2.5m account was previously held by Ideas Eurobrand with media by MediaVision.
The RHS holds four major events each year: the RHS Spring Flower Show in Cardiff; the Chelsea Flower Show; the Hampton Court Palace Flower Show; and the RHS Flower Show at Tatton Park.
The three-year contract covers broadcast, press advertising, direct marketing online activity promoting the shows.
Front director Joe Chetcuti says: “Each show has its own unique personality, thanks to their individual audience pull and locations, so it’ll be a challenge to ensure we maximise awareness.”
RHS show marketing and partner promotions manager Nicky Childs-Clarke says the agency will be asked to build the reputation of the RHS shows beyond the UK. She adds: “We were looking for an agency to deliver clean, fresh creative with a demonstrable ability to monitor and evaluate all marketing activities.”