MEC scoops £45m Kingfisher media

B&Q: Kingfisher brand's creative review is ongoing
B&Q: Kingfisher brand's creative review is ongoing

Kingfisher has handed MEC its consolidated £45 million media planning and buying business for its B&Q, TradePoint and Screwfix brands.

The appointment, which coincides with the ongoing B&Q creative review, follows a final head-to-head with ZenithOptimedia.

MEC was the incumbent on the media planning for the £34 million B&Q business, while ZenithOptimedia handled its media buying.

ZenithOptimedia also looked after the media planning and buying for Screwfix, the online supplier of trade tools that spends £6 million on media, according to Nielsen.  

Carat Manchester was the incumbent on B&Q’s TradePoint brand, which targets building professionals. Carat was involved in the pitch process at its early stages.

Kingfisher launched the review in August with the consultant Paul Longhurst.

A result on B&Q’s creative contest is expected imminently, with Karmarama and WCRS vying for the account. McCann London, the incumbent, pulled out of the process.

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