Marketing has learned that Homebase has briefed design agency Turner Duckworth to work on a new identity for the company. However, a Homebase spokeswoman denied Turner Duckworth was creating a new brand personality.
The agency also refused to comment.
The move away from a value-for-money positioning is being led by Homebase marketing director Ajay Kavan. Kavan is also reviewing the company's advertising strategy.
It is believed that the long-running brand campaign starring Neil Morrissey and Lesley Ash will be dropped in the new year to make way for work focusing on a quality positioning.
Abbott Mead Vickers BBDO has held the creative account since 1989 and is thought to be unaffected by Kavan's review. MindShare handles media.
GUS, owner of Argos and Homebase, reported full-year group profits of £692m for the year to the end of March 2004.
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