Poundland names Cheshire agency to handle multimillion pound marketing campaign

Stephen Chapman's picture
by Stephen Chapman

Poundland has appointed a new agency to handle the communications strategy for its new multi-channel, multi-million pound marketing campaign.

Wilmslow-based driven has been brought in to position the brand as a customer champion, based on the idea: “Poundland, this is your land.”

The creative will also showcase its move from a retailer of household basics to offer food, fashion, home entertainment and personal care ranges.

“In the end it was an easy choice for us. driven have given us the confidence to be really challenging and we believe we have created some breakthrough work. The campaign will allow us to reach out and offer more to our regular customers and get new customers through our doors,” said Mark Pym, Head of Marketing at Poundland.

Its first ever national television campaign debuts this weekend and will be supported by radio, digital, social and in-store marketing.

“We’re absolutely delighted with the win and the work. It will stand out in a crowded market and help build value for Poundland. It’s a great example of an idea that sells,” said Neil Griffiths, Partner at driven.

Also working on the campaign are The Planning Department, Bind and Love Sugar Science. The TV spots were directed by Ben Tonge, through Chief Productions.

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