Homebase has appointed Havas Media as its new media planning and buying partner, having parted ways with Initiative in December last year.
A new advertising agency will join Havas – the account is currently at tender stage – to help the home improvement retailer turn around its business after a challenging three years which saw it acquired by Australia’s Wesfarmers, then sold to Hilco Capital less than two years later for £1.
Havas is understood to have started working on the Homebase account on the 1st April and is tasked with supporting the retailer as it seeks to improve brand health and increase market share.
Damian McGloughlin, Homebase CEO and a former director at B&Q, said that the retailer has a plan to go “back to its roots” and “turn the business around and return to profitability”.
Homebase celebrates its 40th anniversary this year.
Grainne Arnold, retail marketing manager at Homebase, said: “We were really impressed by Havas Media’s strategic and data capability. The passion shown through the process makes them our ideal partners as we turn around and grow our business.”
Matt Adams, chief executive at Havas Group Media UK and Ireland, said “We’re delighted to be partnering with Homebase on their growth plans. Working together, we will help them win on the high street, as well as advancing their e-commerce presence and strengthening their brand.”
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