Online value retail specialist Studio.co.uk has appointed MediaCom North as its exclusive media partner, vastly expanding the agency’s remit beyond AV media planning and buying to also include full digital delivery across PPC, SEO, affiliates, display, paid social and data strategy.
Studio, which retails a wide variety of products from fashion to homeware and garden furniture, made the decision to consolidate its paid media portfolio, putting the £22.5m portfolio up for pitch. The brand previously used a roster of media agencies, including MediaCom who planned and procured the brand’s above the line channels.
The three-stage competitive process saw a range of agencies selected, with a final decision made to award the account in its entirety to MediaCom. This was due specifically to the digital capabilities offered by the agency. It now has an additional £15m of digital media spend on top of the existing £7.5m annual media planning and buying budget.
The scope of work being implemented by MediaCom now includes pay-per-click, search engine optimisation, affiliate, display and paid social.
Having managed Studio’s ATL media planning and buying from its Manchester office for the last five years, the agency has delivered strategic and partnership-driven planning and activation over that time. Earlier this year it also brokered Studio’s sponsorship of ITV’s ‘In For A Penny’.
Chris Chalmers, customer and digital director at Studio said: “The consolidation of our media buying was key to enabling the optimisation across all channels to deliver effectiveness and to drive our continued growth and efficiencies. We saw a lot of great pitches, but MediaCom really stood out, presenting a range of both core and innovative ideas that excited the whole team. We have worked with MediaCom for several years and we are confident the team will do a great job for us in their new, expanded remit.”
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