One of Britain’s biggest TV advertisers, the fickle furniture chain DFS, has consolidated its £20m TV account into Bates UK. Number 21 in the TV adspend league, the company was on the verge of appointing Young & Rubicam last year, but underwent an eleventh hour change of heart. Since then, it has run ads created by a number of different production studios and Grey Advertising.
DFS head of marketing Andrew Trofimowicz made the appointment after working with Bates on a number of projects: "DFS has looked at many agencies over the years,” he said, “but Bates's ability to consistently produce powerful, no-nonsense, good-looking advertising that really sells made it an easy choice." Previously a purely tactical advertiser, DFS is a stranger to brand-oriented advertising but Bates is expected to meld a tactical approach tactical with more sophisticated branding work.
Media remains with Leeds-based Brilliant and MediaCom/TMB.
News Source: CampaignLive (UK) [published18-May-00]