DNX scoops Blacks digital business from Wheel

by Sarah Woods, Brand Republic 20-Sep-06, 07:00

LONDON - Outdoor retailer Blacks Leisure Group has appointed integrated agency DNX to handle its digital account.

DNX won the business from digital agency Wheel and has been passed the task of carrying out an online marketing programme for Blacks' brands, including Millets, Blacks, Freespirit and O'Neill.

The work will involve email marketing programmes to existing customers and online advertising activity in certain key areas. It also includes helping Blacks develop a partner programme to build communications and brand loyalty via consumer magazines and rambler groups.

Drew Nicholson, DNX's joint managing director, said: "What matters to clients is getting through-through input and responsive creative output. We delivered our first campaign in three weeks and have already demonstrated improved results because the messaging is right."

David Kohn, director of business development at Blacks Leisure Group, said: "DNX understands our retail space really well and in a very short time we have had some fantastic input from them.

"Online is a critically important part of Black's development and I am happy we have a great agency partner on board."

In August, Blacks announced that group sales had fallen by 0.4% over the 25 weeks to July 22. The lack of a Glastonbury music festival was cited as the main reason for the fall, as reported in Marketing.

Blacks' performance was also hit by supermarkets' entrance into the sector.

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