Everest seeks ad agency for NPD push

Everest, the double glazing specialist, has begun a review of its advertising as it pursues a new product development (NPD) strategy.

The company, which provides double glazed windows, doors and conservatories, has issued a brand development brief through intermediary the AAR.

The business is looking to appoint an agency by the end of November. It currently has no incumbent on the business, but uses a number of direct marketing shops, which will not be affected by the review.

Everest says it has implemented a “concerted” NPD strategy and is increasing its product range, which now includes garage doors, security systems, flat roofs, driveways, roofline products and kitchens. It has also extended its core offering by developing timber versions of its windows, doors and conservatories.

Marketing director Duncan Bland says many consumers do not realise that Everest now offers more products and wants to increase brand awareness. He adds that the appointed agency will be tasked with driving customer responses while building on existing brand values.

The company was formed in 1965 and uses a variety of direct marketing and direct response advertising. Previous advertising starred former “Brain of Britain” winner Ted Moult, who also appeared on radio drama The Archers and hosted a number of quiz shows.

The home improvement company appointed direct response media agency Equi=Media earlier this year to handle its 500,000 online account (MW June 22). The agency was briefed to work on the company’s search engine marketing and optimisation strategy and a contextual advertising programme.

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