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AO launches creative review


Online electrical firm,, has announced that it is to hold a review for its creative work.

The Bolton-based company has been working with Beattie McGuinness Bungay (BMB) since 2013 and BMB will be repitching for the account.

“When we appointed BMB in 2013 this was done without a pitch process.  Our business has grown at a phenomenal rate since then, with the brand expanding into more categories and more countries,” stated Andrew Kirkcaldy, group brand director at AO.

“Today is on a mission to give UK consumers a better way to shop the electrical retail sector.  As we look to solidify this brand positioning, expand the remit of our creative partner and embark on a journey to become the best electrical retailer in Europe, out of due diligence we have chosen to undertake a pitch process.

“BMB has done a great job of supporting AO in defining and shaping the brand, and have rightly earned the opportunity to be part of this process. We will be supported throughout the agency review by AAR.”

BMB devised the Obsessive Passion campaign, which has run for 18 months across TV and digital advertising campaigns.

“There aren’t many opportunities these days where you have a powerful business model, utterly compelling USP’s (’s being customer service and lightening distribution) and a fledgling brand to take to the masses.  But this was exactly what was when we first met.  We’re proud of the partnership and the work we’ve created together in the UK, and we’re excited to be in the running to extend this solid relationship,” added Juliet Haygarth, chief executive at BMB.

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