Refining the roles for retail advertising

Richard Huntington

This case history describes the two separate advertising approaches used by Sainsbury's Homebase: in the DIY market, the rules for successful product and price advertising are very different to the rules for brand advertising, but both were needed.

Refining the roles for retail advertising

Richard Huntington (Abbott Mead Vickers.BBDO) describes the two very different approches to advertising used by the Homebase DIY chain

Richard Huntington
RETAIL HAS a strong claim to be the most challenging sector for advertising. It certainly seems to be one of the hardest to get right. At the heart of the challenge is the need to build a sustainable long-term business for the retail brand while simultaneously shifting what are often other people's products on a day-to-day basis - a feat which is seldom easy. But it can be done - and...

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