Wickes PLC

Campaign in 1999 for Wickes plc DIY retailers. Objectives: build loyalty, create emotional links between customer and brand, include tactical retail messages, increase proportion bought at Wickes.
Author: Stuart Smith

Wickes: The Job for Planning

As a bunch of mincing advertising luvvies who didnt know their artex from their elbows, developing good DIY advertising was never going to be easy. We had to learn the hard way. This paper chronicles how...