Agency: Author: Michael Wade

Halfords: We're nuts about salience. Changing the public perspective


Publicis handles several major retailers. This experience has shown us how hard it is to develop a strong character positioning for a retail client, particularly given retail clients’ natural gravitation towards product and price advertising which can be more easily correlated with sales effects.

Having handled a small part of the Halfords account since 1992, Publicis was appointed to the main account in 1996. A new Buying and Marketing Director, Zoe Morgan, was appointed by Halfords a few months later. Our collective task was to examine the Halfords customer, the Halfords offer and arrive at a future strategy for Halfords marketing and communications.

What does Halfords appear to be?