Furniture retailer Sofology has appointed TBWA/MCR as its new creative agency of recording following a competitive pitch process involving five agencies.
The Manchester-based firm will succeed The Corner, who according to Campaign didn’t take part in the review. The Corner had originally secured the creative account in 2022.
TBWA/MCR will now be responsible for overseeing the brand’s above and below-the-line strategy plan, which includes TV, online and in-store with an initial work to go live later this year.
“As a challenger brand at heart, TBWA\MCR, the disruption agency, is the perfect fit for Sofology,” said brand director, Jan Duckworth.
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“We were impressed by its knowledge and experience of delivering [through the line] campaigns and we’re excited to create great work that stands out together.”
Previous Sofology ads have included Hollywood star Helena Bonham Carter, with The Corner’s most recent spot for the brand featuring the ‘King’s Speech’ actress.
TBWA/MCR ECD, Lisa Nichols added: “We’re delighted to be working with Sofology again.
“As a brand that understands the importance of positive disruption and has an appetite for creating advertising that cuts through, we can’t wait to create some great work.”
