Since 2004, the DIY chain has leveraged its tie-up through ‘Team B&Q', a mix of Olympians, Paralympians and aspiring Olympians who worked in its stores. The latter group was given the flexibility to work around training and competition schedules. B&Q had been expected to renew the deal in the run-up to London 2012.
Jacqueline Caston, external relations manager at B&Q, said: ‘We enjoyed great internal, motivational success through our partnership with Team GB, but decided not to continue the partnership past the contractual end date of 31 December 2008. In a tough retail market, our focus is on delivering great products for customers and direct value to our shareholders.'
Last week, B&Q announced that it is reviewing its £40m ad account with JWT in light of the ‘extremely competitive market place'. The pitch, which follows the departure of marketing and customer proposition director Jo Kenrick in December, is being handled by the AAR; a decision is expected in the summer. In the interim, B&Q has appointed Rapier to work on a strategic project.
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