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 planning contributed in three clear ways to understanding how best to express the Wickes brand.

By understanding what differentiates Wickes and motivates its customers, planning:

  1. Defined a clear brand personality
  2. Created a key brand thought
  3. Provided clear guidelines on how best to communicate this key thought for maximum effect through advertising

DIY retail isnt obvious...

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