The Manchester-based agency, part of WPP, picked up the account from the previous incumbent, Brilliant Media, after a three-way pitch against London-based Carat, part of Aegis, and Walker Media.
Brilliant Media won the consolidated media account in November 2005, having previously handled just TV activity. MediaCom North will handle all media planning and buying duties for HomeForm, effective immediately.
HomeForm kicked off a media review in February, shortly after it appointed Mark Collier as its new group marketing director. It is understood that Collier was keen to revitalise the group's marketing strategy, as well as to secure better buying rates.
MediaCom North, which had billings of £93m in 2006, impressed HomeForm with its knowledge of the retail sector and direct marketing expertise. Existing retail clients include sportswear brand Umbro, as well as clothing brands Morgan and La Redoute.
MediaCom North Direct, the direct marketing arm set up in 1998, is one of the largest direct media specialists outside of London, with billings of more than £40m.
HomeForm spent £17.6m on media during the 12 months to the end of February, according to Nielsen Media Research. Of that, £7.2m was spent on Möben Kitchens activity, of which around £5m was spent on television advertising.
Brilliant Media won the consolidated media account in November 2005, having previously handled just TV activity. MediaCom North will handle all media planning and buying duties for HomeForm, effective immediately.
HomeForm kicked off a media review in February, shortly after it appointed Mark Collier as its new group marketing director. It is understood that Collier was keen to revitalise the group's marketing strategy, as well as to secure better buying rates.
MediaCom North, which had billings of £93m in 2006, impressed HomeForm with its knowledge of the retail sector and direct marketing expertise. Existing retail clients include sportswear brand Umbro, as well as clothing brands Morgan and La Redoute.
MediaCom North Direct, the direct marketing arm set up in 1998, is one of the largest direct media specialists outside of London, with billings of more than £40m.
HomeForm spent £17.6m on media during the 12 months to the end of February, according to Nielsen Media Research. Of that, £7.2m was spent on Möben Kitchens activity, of which around £5m was spent on television advertising.
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