Books etc to launch first brand push

Books etc, the 20-strong London book chain bought by US company Borders in December, has hired Bean Andrews Norways Cramp horn (BANC) for its first branding campaign.

The poster drive will run on London Underground trains and escalator panels with the line “Curl up with a good bookshop”. BANC won the business after a four-way pitch. Books etc commercial director Rita Schreyer refuses to comment on how much the campaign is worth.

The move comes against a background of heightened activity in the UK book market. Borders is to open a chain of 40,000 sq ft superstores across the UK, with the first opening on Oxford Street in August.

Verdict Research believes Borders superstores will spark a price war, resulting in a shake-out among “weaker multiples and independents”.

The newly formed HMV Media Group, owner of Waterstone’s and Dillons forms the main competition.

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