Leo Burnett has won the £27m Homebase account, following a protracted pitch against CHI & Partners. The incumbent on the account was Abbott Mead Vickers.BBDO.
The review, which began in February this year, was handled by marketing procurement company RD Squared. AMV was asked to re-pitch for the business, but pulled out early in the process. It had held the account for ten years.
Miles Calcraft Briginshaw Duffy and McCann Erickson were both involved at the shortlist stage, but were both removed by June.
Homebase previously used Leslie Ash and Neil Morrissey in its ads, but they have since been axed. Its last campaign was centred around the orange dot from the company logo, which becomes an animated portal through which consumers can catch 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.