Y&R London Appointed By Carpetright to Manage Overall Creative Refresh

Y&R London announces that they have been appointed by flooring market-leader, Carpetright, to manage an overall creative refresh and develop a new advertising campaign. The appointment follows a competitive pitch handled by AAR this spring.

The brief, which was issued against a backdrop of tougher than usual market conditions, includes a desire to move away from concentrating largely on the type of discount-driven sales performance positioning which is favoured by most big-ticket retailers.

Y&R London is working with Carpetright on a new creative brand strategy, which aims to inspire and excite the consumer, change perceptions, further increase consideration and ensure Carpetright is the ‘go-to’ brand for flooring in the UK. The refresh will focus on moving to a customer-centric strategy, placing the customer benefit at the heart of everything and the agency will be responsible for guiding this approach across all channels.

Helen Vinken, Marketing Director at Carpetright, said: “We’ve been running our current advertising campaign since 2016 and while it’s been somewhat successful in shifting consumer perception it feels like now is the right time to take a step further. We wanted to appoint an agency that could work with us as a strategic partner on a creative refresh for all channels, not just in delivering advertising. Y&R had the right ideas, was the right agency fit and is unquestionably that partner.”

Paul Lawson, CEO of Y&R London added: “We’re really excited to be working with Carpetright. They have big plans for transforming their brand, and we can’t wait to play our part in supporting them.”