Home Timber & Hardware appoints Cummins&Partners as new agency
Cummins&Partners has built on its recent success by adding Home Timber & Hardware to its client roster following a competitive pitch.
The appointment will see Cummins&Partners provide integrated strategic and creative services for the national retail brand that will cover brand, retail and digital requirements.
Says Chris Jeffares, managing director, Cummins&Partners: “We are thrilled to be appointed, and this caps off a fantastic year for the agency. Home Timber & Hardware has a wonderful history in the category and we are looking forward to working with them.”
Says Kevin Lillie, national marketing manager, Home Timber and Hardware: “We are excited to have Cummins&Partners as our new creative agency partner, and look forward to developing innovative creative for the brand.
“Importantly, we are looking forward to further differentiating Home Timber & Hardware from the competition and demonstrating our compelling offer for Tradies and home renovators alike.”
Cummins&Partners will commence work on the Home Timber and Hardware account immediately.
5 Comments
The hardware sector is an interesting strategy challenge. Whether or not it’s true, ‘Go where the tradies go’ at least has legs in a category full of puff claims, and dominated by one player – Bunnings. Of course it could be executed better. But I expect it will be ditched by the new agency out of a need to put their own stamp on the brand, rather than taking the idea to another level. Continuing a good idea created by another agency is not the forte of Australian agencies. I should add I had nothing to do with the creation of the ‘tradies’ campaign. Put me in the ‘Interested Observer’ category.
@ OCDGuy
“Continuing a good idea created by another agency is not the forte of Australian agencies.”
True. The incumbent killed the Home Hardware dogs. Hopefully Cummins does something people will actually like. Not strategy on a screen.
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The Home Hardware dogs deserved to be euthanised. They were an irrelevant contrivance. From what I’ve seen, Masters need a new agency far more urgently than Home.
For me, ‘Where The Tradies Go’ was a flawed strategy. Bunnings makes you feel as if you can ask for help and not be made to feel like an idiot asking for it. Whereas, ‘Where The Tradies Go’ implies a degree of expertise that’s a bit intimidating for the average ‘DYI-er’. In short, I’d rather be dealing with people ‘like me’ but who know more than me, rather than with professionals who deal with professionals and not people ‘like me’.