Carpetright picks Y&R London to ‘refresh’ creative

Spread the love
  •  
  •  
  •  
  •  
  •  
  •  
  •  
  •  
  •  
  •  
  •  

The process took place this spring and was handled by AAR. Participating agencies were given a brief to help the retailer move away from the type of discount-driven sales performance positioning common in the sector.

Carpetright picks Y&R London to 'refresh' creative

The incumbent, Different, had worked with the brand since 2013 and was reappointed in 2015.

The move comes after Carpetright appointed Zenith to its £10.3m media planning and buying account last April, replacing incumbents MediaCom and Summit.

Y&R is working with the brand on a new creative strategy that aims to inspire consumers, change perceptions, increase consideration and cement Carpetright’s status as the UK’s “go-to” flooring retailer.

Helen Vinken, marketing director at Carpetright, said: “We’ve been running our current advertising campaign since 2016 and while it’s been somewhat successful in shifting consumer perception it feels like now is the right time to take a step further.

“We wanted to appoint an agency that could work with us as a strategic partner on a creative refresh for all channels, not just in delivering advertising. Y&R had the right ideas, was the right agency fit and is unquestionably that partner.”

Y&R London chief executive Paul Lawson said the agency was excited about working on Carpetright’s “big plans for transforming their brand”.

Leave a Reply

Your email address will not be published. Required fields are marked *