Magazine article Marketing

WH Smith Moves to BBH

Magazine article Marketing

WH Smith Moves to BBH

Article excerpt

WH Smith has appointed Bartle Bogle Hegarty (BBH) to handle its 10m pounds advertising account.

The move ends DMB&B's 20-year relationship with WH Smith, the UK's biggest newsagent chain.

Marketing director Terence Cudbird says the appointment is a forward-looking one and was made with a view to "developing the WH Smith brand through the 90s".

It follows a year of considerable activity within the retail giant. A new retail managing director, Peter Troughton, was appointed last April, and the marketing department has been shaken up-most recently with the appointment of Alex Turner as marketing services manager.

Recent initiatives have included heavier emphasis of its W H Smith own-label products in advertising and promotions with the aim of increasing "differentiation" between itself rivals.

Although the company declines to comment on whether a major shift in its marketing strategy is imminent, insiders concede that the personnel and agency changes represent a desire "to step up marketing activity in all areas". …

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