Anglian Windows hands 5m business to TBWA

TBWA has won Anglian Windows’ 5m creative account after a final pitch against M&C Saatchi. No decision has been made on media buying.

Anglian, the UK’s biggest double-glazing company, put its account up for review at the beginning of August. The entire business, including media, was handled by Charles Walls Advertising.

In the year to March 1996, its ad spend was just under 1m. Anglian is understood to have told agencies it plans to increase this significantly – to about 5m.

The pitch list originally included Bates Dorland and a division of Abbott Mead Vickers.BBDO, but they were dropped at the end of October. Anglian subsequently put ideas submitted by TBWA and M&C Saatchi into consumer research.

It is understood TBWA presented a branding concept to generate quicker sales for the company which, like the rest of the building supplies industry, has been hit hard by the recession. M&C Saatchi favoured a more subtle brand-building approach.

Direct sales to consumers account for about 80 per cent of Anglian’s business.