Retailer Halfords has appointed Carat Manchester to handle its media planning and buying account.

The agency has been tasked with managing all communications planning and buying across press, radio, out-of-home, online, cinema, TV and video-on-demand in the UK at both local and national level.

Halfords hopes to align all its communication around its services and products, increasing consistency across channels and boosting customer engagement.

Carat Manchester MD Rachel McDonald

Carat Manchester MD Rachel McDonald

Rachel McDonald, MD at Carat Manchester, said: “The development of a collaborative approach to media planning combined with our in-depth understanding of a convergent media landscape, was central to our proposition to Halfords.

“We are thrilled to be working with the UK’s market-leading retailer in the automotive, leisure and cycling space, and we are confident that we can deliver a media strategy that will drive real business value for Halfords.”

Karen Bellairs, marketing director at Halfords, said: “We are excited to kick start a new media strategy with Carat Manchester, specifically devised to encourage and inspire people to live their life on the move.

“An enhanced focus on strategic partnerships will help us deliver a best-in-class marketing campaign that will enable us to truly engage with our target audiences across every touch-point.”

Carat Manchester, part of the Dentsu Aegis group, has worked with the likes of Pizza Hut and Trinity Mirror.