Homebase is aiming to tap into the power of data to reverse its fortunes after appointing Havas Media to handle its media planning and buying business.
The move, which sees Initiative axed from the account, comes nearly a year after the business was bought by Hilco for £1. This follows a disastrous attempt by Australian giant Wesfarmers to rebrand the retailer Bunnings.
Founded by Sainsbury’s 40 years ago, Homebase chief executive Damian McGloughlin recently said: “The Bunnings roll-out wasn’t fit for purpose. It was high cost, high inventory, high labour cost – it wasn’t sustainable, so I knew we had to think differently. We are still broken as a business and there’s still lots of rebuilding to do.”
He has vowed to take the retailer “back to its roots” as well as rebuild its online operation.
Homebase retail marketing manager Grainne Arnold said: “We were really impressed by Havas Media’s strategic and data capability. The passion shown through the process makes them our ideal partners as we turn around and grow our business.”
Havas Group Media UK and Ireland chief executive Matt Adams added: “We’re delighted to be partnering with Homebase on their growth plans. Working together, we will help them win on the high street, as well as advancing their e-commerce presence and strengthening their brand.”
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