Argos attempts to shift downmarket ‘stigma’

Argos is attempting to shift the downmarket ‘stigma’ attached to its brand with a TV advertising campaign featuring film star Richard E Grant. The 40-second ad, which breaks on July 26, is the first work to come out of Euro RSCG Wnek Gosper since Argos appointed the agency earlier this year. The ad features Zak, a pretentious rock star played by Richard E Grant, who wants his bare apartment furnished with the help of a designer. But Zak’s efficient PA, played by Julia Sawalha, turns to Argos to furnish the flat, much to the satisfaction of her demanding boss. Euro RSCG managing director Adam Leigh says: ‘The campaign directly and humorously addresses the stigma that a non-Argos user feels towards the brand. A great retailer should expect great advertising and we believe this will seriously shift attitude and sales.’ MindShare handles media planning and buying.


Argos online arm steps up e-mail usage

Marketing Week

Argos’s multi-channel clothing and home furnishings catalogue, Argos Additions, is increasing its use of e-mail as a way of drawing customers to its website, The move follows the initial results of Argos’s trial of ContactMail, an e-mail application from database management solutions provider Experian. Working with Experian, Argos Additions has issued more than 1 […]

COI Communications reshuffles to reinforce sponsorship division

Marketing Week

COI Communications (COI) is to set up an affinity partnership unit in an effort to strengthen its sponsorship division. The new division, called partnership marketing, will be part of the COI’s sponsorship division, and will drive strategic partnerships with both commercial and non-commercial partners for various Government campaigns. The sponsorship division has run various partnerships […]

Diageo signs up to Celtic football bid

Marketing Week

Diageo GB has signed up as a corporate sponsor to the joint Scottish-Irish application to host UEFA’s 2008 European football championships. The deal is seen as so significant for the bid that an announcement will be made on Wednesday 24 July by Irish prime minister Bertie Ahern, in a ceremony at Diageo subsidiary Guinness’s Dublin […]


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