Home furniture retailer MFI has added QBO to its agency roster in a
move which should add pounds 300,000 to the PR firm's fee income.
QBO was appointed two weeks ago on a brand and corporate reputation
The agency was handed the account - with a budget of pounds 1m and fees
understood to account for a third of that - without a pitch.
MFI customer and strategy director Mark Horgan is overseeing the
relationship from the client's side.
MFI marketing director John Rosby will be in charge of day-to-day
liaison and will work alongside QBO deputy managing director Shirley
Although Horgan did not stage a formal pitch process for the business,
he is thought to have discussed a corporate and brand account with some
of the other agencies on the MFI roster before awarding the year-long
contract, which started last week, to QBO.
These include Brunswick, which handles the company's financial PR, and
Manchester-based LeedexGTPR, which runs product and store-related PR
CirKle Communications handles PR for the firm's online activities.
'The first stage is a research and planning process to ratify in which
direction we shall seek to move the brand,' Hanley said.
The company's 30 per cent UK kitchen and bedroom appliance market share
makes it easily the largest player in the market.
MFI, founded in 1964, went through a revamp in 1994 to improve its dowdy
Stores were made lighter and a national delivery and distribution system
was implemented to replace the earlier cash-and-carry model.
'Consumer attitudes have changed over the last decade. Our campaign will
acknowledge and build on these attitudes,' Hanley said.
MFI has a market value of more than pounds 600m. In addition to 191 MFI
Homeworks and MFI high street stores, it operates 174 Howden joinery
trade outlets, 50 Hygena stores in Curry's and 119 Hygena Cuisine stores