Beaverbrooks picks Frank for repositioning business

High street jeweller Beaverbrooks has appointed Cheshire-based integrated agency Frank to create an advertising and media strategy and reposition the retailer at the luxury end of the market.

The agency beat Manchester-based media consultancy ThinkMedia to the business in a two-way pitch.

Frank plans to launch a six-figure, pre-Christmas test campaign, comprising TV and regional press, to evaluate Beaverbrooks’ brand positioning among consumers and communicate its points of difference more effectively, ahead of a full campaign next year.

Beaverbrooks head of marketing Jeremy Smith says: “We have a requirement to connect with our customers emotionally and communicate to them our unique selling point. Customer service is at the heart of what we do, and internally we are focused on aligning our people with our brand. In fact our people are our brand. Now we need to explore how we can tell our customers what that means for them.”

Frank has previously worked on through-the-line campaigns for high-profile brands including British Airways London Eye, Tussauds Group, First Group and the Territorial Army. Beaverbrooks, founded in 1919, employs 700 people in 60 locations across the UK, with a reported turnover of £75m last year.

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