The people with the big TV budgets these days are furniture businesses so it’s a problem when your marketing budget disappears down the tubes.
But that’s the position that Harveys and Bensons for Beds (two operations) found itself in when big “investor” South Africa’s Steinhoff found itself mired in scandal and decidedly short of readies. And without the ad budget you don’t have a furniture business it seems.
So CEO Stuart Machin set about raising a new two-year loan in January and, on succeeding, has reshuffled his agency arrangements, turning to that trusty new business machine VCCP working with digital agency iProspect and PR agency Kazoo. Creative was formerly with McCann Manchester. Indie RP2 remains the media agency.
Harveys and Bensons for Beds marketing boss Henry Swift says: “We are in the middle of great change and innovation at both Harveys and Bensons as we build upon our strong reputation in the market for good quality, British-made furniture and we needed an equally strong all-agency team to help us tell that story.
“We are really excited about the qualities all of our new agencies bring, and their fit with our existing roster, bringing together genuine creativity, drive and passion to help us take Harveys and Bensons into the next stage of our exciting transformation.”
No pressure there then.