Habitat appoints Propoganda

High street homeware chain Habitat has appointed Propaganda to work on its strategic marketing and communications brief under new chief executive Mark Saunders.

Saunders, who joined in April from Levis Strauss where he was retail director, says the agency was hired following a review which launched in February.

The brand audit and marketing plan has got underway ahead of the creation of a summer/autumn advertising campaign.

Verdict Research recently reported the 2008 UK homewares market, in which Habitat sits, was valued at £11.4bn and that the sector is “holding-up” a lot better than larger product categories such as furniture.

Mike Phillipson, Propaganda director says: “We are delighted to be appointed by such an iconic brand as Habitat. It is a business with a unique brand narrative behind it. We will look to bring this to life over the coming months, alongside a simple objective of unlocking more sales.”