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Toolstation Nails Down TBWA\MCR as Lead Creative Agency

24/03/2025
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TBWA\MCR will position Toolstation as tradespeople’s indispensable partner

Toolstation, one of the UK’s largest suppliers of tools, accessories and building supplies, has appointed TBWA\MCR, as their lead creative agency to help redefine their role within the trade and construction sector.

TBWA\MCR will use their trademark disruptive strategic approach to build a strong brand platform and help Toolstation connect with tradespeople on a meaningful and emotional level, beyond offering great value, accessibility and convenience.

For TBWA\MCR, working with Toolstation marks their entry into the world of trade supply, where creativity is needed to build genuine connections with customers in a crowded market. The work will lead to a multi-channel campaign promising to break free from the usual communication conventions of the category.

John Triner, managing partner at TBWA\MCR commented, “Toolstation retains its challenger mindset despite often being the market leader, which makes them a really exciting client to work with. In a sector where advertising often defaults to easy stereotypes, we can’t wait to start bringing in some truly disruptive and effective creativity.”

Chris Other, customer director at Toolstation added, “From our members club to our rapid delivery service, putting customers at the heart of everything we do is central to our ethos.

“TBWA\MCR will help us craft a narrative that resonates on an emotional level and will put Toolstation in our customers’ minds as a loyal, trusted partner that’s there for them, no matter their need. For us, TBWA\MCR was the stand-out choice as our lead creative agency as they quickly got to the essence of our customer proposition. They have disruption in their DNA, which is exactly what we need.”

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