As featured in Campaign.
Fitted furniture company Sharps has appointed independent media agency Medialab as its UK media agency following a competitive four-way pitch.
The account covers all paid planning and buying, and Campaign understands that it is worth about £20m in media spend.
Dentsu agency iProspect was the incumbent on Sharps’ above the line activity accounting for approximately £8m in media spend, and Kinase was the incumbent on digital.
At the time of writing, iProspect had not responded to Campaign’s request for comment.
Tim Moore, marketing director at Sharps, said Medialab’s data-driven approach to media, which complements the brand’s move from physical stores to online shopping, was fundamental to the agency’s win.
Moore said: “Medialab impressed us with its clear roadmap for supporting our growth through its transparent, data-driven approach to media planning and buying.
“We’re looking forward to working with them to make media a source of business growth.”
The pitch process was supported by consultant Mike Eley and intermediary The Aperto Partnership, which has also run reviews for Sky, L’Oréal, and Save the Children this year.
Steve Parker, executive director at Medialab, said: “We’re delighted to be partnering with Sharps. Our data-driven strategies align perfectly with their goals, and we are excited to bring this approach to Sharps’ media strategy to optimise their media and help them grow their business.”
The Behaviours Agency is Sharps’ creative agency and has been working with the brand for 15 years.
Its most recent brand proposition, “Beautifully organised”, featuring a TV campaign and out of home, launched in December last year.