Birmingham firms say Hi de Hi to Maplin work
A BIRMINGHAM marketing agency claims to have attracted more than £4m of investment to the city after securing the role of lead agency for electrical retailer Maplin.
The appointment sees the reunion of Sutton Coldfield-based WAA with Maplin chief executive John Cleland, who worked in tandem with the agency whilst heading up the Esporta Health Clubs business prior to its sale to Virgin Active a year ago.
WAA has brought some of the biggest UK retail accounts to the second city since being founded by Andrew Wilson 26 years ago. Its latest appointment sees it on the hunt for new talent to sustain its growth.
The new deal will see Maplin, which was founded in 1972 and now has over 200 stores, work with WAA to create a full marketing and communications strategy.
Maplin, which is planning to increase its outlets by 30 during the next year, joins the likes of Westfield Shopping Centres, B&Q, House of Fraser and Mitchells & Butlers among WAA’s retail clients.
Wilson said: “Maplin is a prestigious business and we are delighted that it has selected WAA to help it amplify its true customer value.
“We are very proud to have attracted some fantastic names to our agency and to Birmingham and this is another real boost both for WAA and for the reputation of agencies in the region.”
Maplin chief executive John Cleland said the appointment of WAA reflected the agency’s approach to the task in hand.
“Maplin is a fantastic business that needs to ensure that potential customers really understand what it offers and how it differs – WAA demonstrated the perfect track record and creative credentials for that challenge,” he said.
Elsewhere, Birmingham-based home automation specialist JSJS Designs is also benefiting from Maplin’s growth.
The electronics retailer has signed a deal which will see JSJS Designs’ products stocked in its stores. The move follows a successful trial online.
To begin with the JSJS Lightwave product range will rollout to 20 Maplin stores with a stocking order of over £30,000 having been received. The Birmingham Science Park-based company believes the deal could be worth around £300,000.
Following the initial rollout, if Maplin deems the move a success then the products could be shipped out to all 195 of its stores nationwide.
The JSJS directors said they believed that revenues of around £15,000 per annum may be achieved through each store rollout.
Mike Lord, JSJS Chairman and CEO, said: “Retailers remain cautious of new product introductions and the rollout by Maplin has taken significant planning and development of the right in store merchandising to best support the product. We are confident that Maplin is very well placed to make a real success in our market sector and its progression from the internet trial to store rollout shows great confidence in our technology and products.”
