Kingfisher-owned Screwfix is plotting a major overhaul of its advertising and marketing activity following the appointment of M&C Saatchi Group UK, as its lead agency.
The move follows a final four-way pitch against Pablo, New Commercial Arts and The Gate; T&Pm also took part in earlier stages of the process. The pitch was run by Phil Edmonds at Claire Randall Consulting.
The DIY and trade company has previously worked with Five by Five, VCCP and Ogilvy. Screwfix’s most recent campaign promoted the retailer’s click and collect service, Sprint.
M&C Saatchi will now develop a new brand platform to support Screwfix’s next big chapter of growth and designed to connect with the retailer’s core audiences across all touchpoints.
In its most recent results, Screwfix revealed that total sales had increased by 4.0% to £2.66bn, reflecting robust demand from trade customers. In particular, it achieved sales growth in its tools and hardware, building and joinery, outdoor and kitchen categories, together with its spares business. It has 952 stores in the UK.
Marketing director Jack Wallace said: “We were looking for a brilliant creative partner who could help us unlock the full potential of the Screwfix brand and business– one that understands and connects our specific audience, supports our award-winning omnichannel model, and helps us continue our growth.
“The M&C Saatchi Group impressed us with their clarity of their strategic approach and energetic collaborative spirit throughout the process. We’re excited about the journey ahead and what we can achieve together.”
M&C group CEO Jo Bacon added: “It’s been fantastic to see the energy and excitement around the Screwfix brand during the pitch process. We’ve brought together a bespoke team of specialists to help a much-loved brand go from strength to strength. This is a great win since launching our ‘cultural power’ proposition with a brand that sits at the heart of British culture.”
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