DMG plots review of Ideal Home strategy

The Daily Mail Group (DMG) is reviewing the PR strategy for the Ideal Home Show just a year after dividing work for its two main shows between Frank PR and Resonate.

Frank will retain its brief to promote this autumn’s Ideal Home Show, to take place in October, but a brief to promote next spring’s show is being put up for pitch.

Resonate promoted this March’s event – the more significant of the two shows – but is not in the running for next year’s account.

Resonate MD Michael Frohlich said the agency was offered the chance to re-pitch this Wednesday (14 June)  – but declined.

DMG declined to comment on its plans, but PRWeek understands that a shortlist of agencies to pitch is likely to be created in the next fortnight.

DMG replaced four-year incumbent Good Relations with Frank and Resonate last summer (PRWeek, 12 August 2005). The aim of the review was to attract younger people through the doors.

Frank, which also works on DMG’s Ski and Snowboard and Vitality events, is expected to be in the running for the spring brief.

This year’s spring Ideal Home Show, which ran from 9 March to 1 April, was fronted by showbiz presenters Sharon Osbourne, Zoe Ball and Graham Norton.

DMG also runs an annual Ideal Home Show in Scotland. This year, it will take place in Glasgow from 13 to 22 October.

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