London-based Red Brick Road has beaten off competition from Refinery and BJL to win the £24m creative account for Hillarys.
Manchester’s Refinery had been the incumbent agency for the £138m blinds company, which is headquartered in Nottingham.
It has now tasked Red Brick Road with creating a sharpened brand proposition and visual identity that can be delivered across television, print, VOD, digital and social platforms, according to Campaign.
Hillarys continues to work with other Northern agencies including MediaCom, which holds its media planning and buying account, and Code Computerlove for digital.
Susan White, marketing director at Hillarys, said: “We’re thrilled to have found an agency partner who can help us amplify our direct response activities and create a brand narrative that our customers will engage with.”
Red Brick Road chief executive David Miller added: “Hillarys has a clear ambition and a proven track record – the opportunity to build a genuine following for their brand and business is really exciting for us.”
Founded in 1971, Hillarys employs 1,350 people over three sites – two in Nottinghamshire, and one in Washington, Tyne & Wear.
Previously backed by investor Ares Capital Corporation, it was bought by Hunter Douglas, the global window covering business, in a £300m deal.
