Tool and building supplies retailer Toolstation has named TBWA\MCR as its lead creative agency to help “redefine” its role within the sector.
TBWA\MCR will aid the retailer in building a new brand platform to connect with “tradespeople on a meaningful and emotional level.”
The agency will also be tasked with creating a multi-channel campaign for the brand which aims to “break free” of the communication conventions of the sector.
John Triner, managing partner at TBWA\MCR said: “Toolstation retains its challenger mindset despite often being the market leader, which makes them a really exciting client to work with. In a sector where advertising often defaults to easy stereotypes, we can’t wait to start bringing in some truly disruptive and effective creativity.”
Subscribe to Marketing Beat for free
Sign up here to get the latest agency-related news sent straight to your inbox each morning
Working with Toolstation marks the creative agency’s first foray into the trade supply industry.
Chris Other, customer director at Toolstation added: “From our members club to our rapid delivery service, putting customers at the heart of everything we do is central to our ethos.
“TBWA\MCR will help us craft a narrative that resonates on an emotional level and will put Toolstation in our customers’ minds as a loyal, trusted partner that’s there for them, no matter their needs. For us, TBWA\MCR was the stand-out choice as our lead creative agency as they quickly got to the essence of our customer proposition. They have disruption in their DNA, which is exactly what we need.”
