Pablo emerges top in DFS advertising account
Furniture retailer, DFS, has awarded Pablo an advertising account after a fiercely competitive pitch.
DFS has asked Pablo to create a new brand platform for launch in the fall. The brand said it chose Pablo because of its creative response to a concise and cultural fit with its client team.
Pablo Incumbent Krow Communications has been in business since 2011.
Defeated Bartle Bogle Hegarty and VCCP in the final round of reviews managed by AAR, Krow and Publicis, Poke also pitched early on.
Nick Ashworth, DFS Marketing Director, said: “We look forward to working with Pablo to realize our customers’ benefits and we are pleased to partner with them in the next step in brand evolution.
“Also, I would like to thank you for the wonderful decade as Krow has grown our brand and culminated in the IPA Gold Awards.”
Commenting on the development, “Gareth Mercer, founder of Pablo, said: We were completely absorbed in our team, our culture, and our bold creative ambitions. It feels like a really important moment for the brand and we are excited about the direction we are heading”.
An independent shop out of five retailer advertising account candidates Pablo was the smallest In terms of billing, it ranks 59th on Nielsen’s Top 100 Creative Agencies 2020 list.
With a bill of £ 10.4m in 2019, Pablo was the 84th largest creative shop in the UK.
DFS is one of the UK’s largest advertisers. 2017, Ranked 12th Immediately behind Amazon, he spent £ 64.4m and later became the world’s top advertiser.
It is also the UK’s largest sofa retailer and manufacturer, with more than 120 stores in the UK, Ireland, the Netherlands and Spain and more than 4,000 employees. DFS is the official TeamGB household goods partner for the Tokyo Olympics.
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