Focus DIY splits media account

Homes and gardens group Focus DIY has split its 10m media business between Edwards Groom Saunders, which will handle planning, and the7stars, which will take over buying for the retail brand.

Homes and gardens group Focus DIY has split its £10m media business between Edwards Groom Saunders, which will handle planning, and the7stars, which will take over buying for the retail brand.

The pair replace incumbent of seven years Mediaedge:cia. MEC Manchester took over from MEC in London to manage the account for the last four years.

The retailer has 180 stores nationwide which trade under the names Focus and No Frills.

It is hoping to tap into the trend for consumers to look to more value ranges in the recession, and recently launched the Payless range, covering over 100 lines with prices starting at 99p.

Edwards Groom Saunders was recently bought by Engine.

Penny Teale joined Focus as commercial director in January. She says the decision to split the account was a “strategic business decision”. The retailer was reportedly looking for partners who could take on credit liability as its credit insurance was withdrawn earlier this year as retailers in the sector struggle with the fall out from the credit crunch.

However the7stars has strongly denied it has taken on any risk as part of the deal.

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