Focus DIY splits media account

Homes and gardens group Focus DIY has split its 10m media business between Edwards Groom Saunders, which will handle planning, and the7stars, which will take over buying for the retail brand.

Homes and gardens group Focus DIY has split its £10m media business between Edwards Groom Saunders, which will handle planning, and the7stars, which will take over buying for the retail brand.

The pair replace incumbent of seven years Mediaedge:cia. MEC Manchester took over from MEC in London to manage the account for the last four years.

The retailer has 180 stores nationwide which trade under the names Focus and No Frills.

It is hoping to tap into the trend for consumers to look to more value ranges in the recession, and recently launched the Payless range, covering over 100 lines with prices starting at 99p.

Edwards Groom Saunders was recently bought by Engine.

Penny Teale joined Focus as commercial director in January. She says the decision to split the account was a “strategic business decision”. The retailer was reportedly looking for partners who could take on credit liability as its credit insurance was withdrawn earlier this year as retailers in the sector struggle with the fall out from the credit crunch.

However the7stars has strongly denied it has taken on any risk as part of the deal.

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 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here