The books-to-DVD retailer chose the agency following a four-way pitch. It marks the first time it has used an outside agency for such an assignment.
The appointment comes as Borders Group plans to expand its UK operation. The growth strategy will see the retailer widen its product offerings, providing a greater choice of literature, music and DVDs.
Borders Group -- owner of Borders and Books Etc -- has more than 80 retail outlets in the UK, including a presence in the high street, retail parks, shopping centres and airports. It plans to open an additional four stores before Christmas.
Alcone Marketing has been briefed to help ensure the chain maintains a uniform approach during this growth phase.
The agency's initial task is to develop the retailer's October and two-phased Christmas campaigns. It will then work with the company's marketing team to develop Borders Group's brand proposition and strategy for 2006.
The account will also include design, in-store point-of-sale and national promotion work.
Borders and Books Etc had a combined adspend of £43m in 2004, according to Nielsen Media Research.
The UK's combined books, music and video market was worth £8.1bn in 2003, a rise of 7.6% on 2002, according to Mintel.
The Publishers Association claims Britain's book market alone was worth £4.5bn in 2003 -- an 8% rise on 2002. Six hundred and nine million books sold at an average price of £7.39.
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