RPM3 wins Habitat advertising task

Furniture retailer Habitat has hired RPM3 to create an advertising campaign promoting the chain’s spring/summer collection.

It is believed that the agency, which has previously worked for collapsed chains Allders and Courts, has been hired to undertake project work for Habitat rather than as an agency of record.

Habitat, which is controlled by the Ikano Group, a holding company owned by Ikea founder Ingvar Kamprad and his family, has used a number of agencies to create campaigns in recent years.

In September 2004, it ran a national press and outdoor campaign promoting its Very Important Product line created by The Oven, with media bought by Manning Gottlieb OMD. The range features designs by 22 celebrities.

In 2002, Habitat handed its UK advertising business to WCRS. The account moved out of TBWA Worldwide, which had previously held the UK and French businesses. Habitat has spent &£350,000 on advertising over the past year (Nielsen Media Research),with creative work produced by Steam UK and media bought through Manning Gottlieb OMD.

Habitat opened on London’s Fulham Road in 1964 and now has 39 stores nationwide. It has grown into what many consider to be an iconic retail brand, but observers believe it has failed to convert its brand awareness into higher sales.


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