Oak Furnitureland picks agency for brand evolution

Oak Furnitureland, the Swindon-based retailer which launched in 2003 on eBay and now has 78 outlets nationwide, has appointed TMW Unlimited to be its lead integrated creative and strategic agency.

The appointment process was coordinated by the AAR, with TMW Unlimited scooping the business after a competitive four-way pitch.

The agency will now be responsible for creating major campaigns across all channels, including TV, radio, online video, website and POS at will start work immediately; a new campaign and brand platform is due to launch later this year.

Unlimited’s Human Understanding Lab, a collection of behavioural, data and neuroscientists, will be used to provide insights to inform the direction of Oak Furnitureland’s creative identity.

The win follows a strong recent new business track record for TMW, with the agency also securing wins with NS&I, Pride in London and Westfield in recent months.

Oak Furnitureland chief customer officer Gill Mison said: “We have a lot of exciting changes in the pipeline so it was important for us to find an agency partner that could positively challenge the way we bring the story to life as we continue to evolve the brand, and increase its relevance within consumers’ minds.

“It was clear throughout the selection process that TMW shared our vision of the brand’s potential. We were blown away by the ideas that were presented, the thinking that had gone into them and the overall cultural fit of our two businesses. We’re incredibly excited to start working with TMW as we bring these ideas to life.”

TMW Unlimited chief executive Chris Mellish added: “In so many ways, this is a fantastic win for us. The brief is exciting: a multi-layered challenge with big integrated requirements, which is exactly what we have built the agency to do.

“But, perhaps most importantly, they are a team with big ambitions and there was a fantastic alignment in our cultures from the first meeting to the last. To win yet another big integrated pitch is further proof that our proposition, Ideas That Move People, continues to resonate within the market. We can’t wait to get started.”