Toolstation, one of the UK’s largest suppliers of tools, accessories and building supplies, has appointed TBWA\MCR as its lead creative agency to help redefine its role within the trade and construction sector through “truly disruptive and effective creativity”.
The agency, which succeeds Krow Group on the account, has been briefed to build a new brand platform and help Toolstation connect with tradespeople on a “meaningful and emotional level”, beyond offering great value, accessibility and convenience.
Ultimately, Toolstation will launch a multi-channel advertising and marketing campaign, aimed at “breaking free from the usual communication conventions of the category”.
The win marks TBWA\MCR’s entry into the world of trade supply.
The Travis Perkins-owned business is one of UK’s fastest growing suppliers of tools, accessories and building supplies to the trade, home improvers and self-builders.
With a multi-channel offering, Toolstation customers can buy online, at over 550 stores across the UK and through a dedicated UK call centre.
Its loyalty scheme, The Toolstation Club, offers members a range of exclusive discounts and additional perks.
Toolstation customer director Chris Other said: “From our members club to our rapid delivery service, putting customers at the heart of everything we do is central to our ethos.
“TBWA\MCR will help us craft a narrative that resonates on an emotional level and will put Toolstation in our customers’ minds as a loyal, trusted partner that’s there for them, no matter their need.
“For us, TBWA\MCR was the stand-out choice as our lead creative agency as they quickly got to the essence of our customer proposition. They have disruption in their DNA, which is exactly what we need.”
TBWA\MCR managing partner John Triner added: “Toolstation retains its challenger mindset despite often being the market leader, which makes them a really exciting client to work with.
“In a sector where advertising often defaults to easy stereotypes, we can’t wait to start bringing in some truly disruptive and effective creativity.”
Related stories
Builders urged to slap on cream in blitz on skin cancer
Industry ‘must act now to unlock the best creative ideas’
Why charging by the hour makes a mockery of creativity
Creativity must work harder across business, say CMOs
Marketers go large on creative but spend is still too thin
Marketers ‘must invest in creativity to get AI to shine’
