Atomic wins Homebase revival bid

Here’s two success stories in one (we hope): Atomic, one of the agencies that keeps the rather battered pendant of independence flying in London, has won Homebase DIY. Homebase, once a Sainsbury’s spin-off, went into one of the most rapid declines even the UK retail industry has seen when it was bought by Australian farmers’ group Wesfarmers. To say this didn’t work would be an understatement.

Now, however, a trimmed down version owned by Hilco, which invests in distressed retailers, and some of its former managers (hopefully the ones that can manage) is in recovery. And it’s found an ad budget.

Retail marketing manager Grainne Arnold says: “Atomic’s appointment comes as we seek to build an exciting future for the Homebase brand and store experience. Atomic’s creative platform and ideas combined with their passion for the brand is exactly what the business needs.”

Atomic CEO Jon Goulding says: “Homebase is a much loved brand and we’re thrilled to be part of the team to turn the business around and put it back on a growth trajectory.”

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About Stephen Foster

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Stephen is a former editor of Marketing Week and London Evening Standard advertising columnist. He wrote City Republic for Brand Republic and is a partner in communications consultancy The Editorial Partnership.

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