Zenith floors competition in Carpetright media review

Carpetright has awarded Zenith UK its £10.3m UK media planning and buying account as it looks to expand its service beyond carpets.

The brand kicked off a review through AAR in February. Zenith will replace incumbent MediaCom, which handled the offline media, was involved in the pitch, in July. Digital media was previously handled by the online retail agency Summit.

Carpetright has charged Zenith with deepening engagement with its core target audience as it looks to expand the range of services and products it sells to its customers.

Helen Vinken, marketing director at Carpetright, said: "Carpetright is in the middle of an exciting journey, as the business moves from just ‘selling carpets’ to advising people on how to transform their homes, offering an end-to-end service and making it easy for our customers.

"We were looking for the right media partnership to support this and were highly impressed by Zenith’s credentials and proven ability in brand transformation."

Carpetright currently sponsors a range of home programming on UKTV channels.

Different handles Carpetright's creative account in the UK. It retained the business in 2015 following a competitive pitch, which was also through AAR.

Carpetright is in the process of a major refurbishment and rebranding of its stores. When it reported a return to like-for-like sales growth in the three months to 28 January 2017, Carpetright’s chief executive Wilf Walsh said the refurbished shops were "outperforming" the older estate.

Natalie Cummins, managing director at Zenith, said: "We are delighted to have been appointed by Carpetright to join them in a transformation journey that they’re deadly serious about.

"We’re excited to have the opportunity to make Carpetright famous for home transformation, developing their online and offline consumer journey and supporting their brand values as a consumer-led organisation."

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