Middletons appoints new agency to handle media planning & buying amidst national expansion
Continuing in its plans to become one of the UK’s largest nationwide mobility retailers, Middletons has appointed Wiltshire-based agency Mostly Media to handle its media planning and buying.
A specialist in maximising advertising reach and minimising advertising spend, the South West agency works with a number of large-scale national brands, planning and buying across a wide range of media, including TV, digital, press, cinema and radio.
On appointing Mostly Media, Verity Kick, Head of Media for Middletons, said: “We’re delighted to be working with Stuart and the team to help us on our exciting expansion plans for Middletons.”
Stuart Smith, Managing Director at Mostly Media, commented: “We are thrilled to be part of the next phase of Middletons growth and are confident that our Direct Response experience coupled with many years of operating in similar markets will add real value to the team.
“This is an amazing time to partner such a forward-thinking company and we can’t wait to get going.”
The appointment of Mostly Media comes as Middletons continues its expansion, recently cutting the ribbon on its eighth branch this year, with the opening of its Exeter outlet on the 19th October 2019.
The brainchild of the two men behind direct-sales furniture brand Oak Tree Mobility, Middletons is its bricks and mortar proposition launched in 2013. With ambitions to turn the mobility retailer into one of the dominant players in the market, Middletons secured a substantial co-investment from the newly formed Development Bank of Wales and Bristol-based Wealth Club in 2018 of £3.8million.
Following the investment, the company has been rapidly growing, entering new locations across the UK, armed with an appealing and coherent marketing strategy to gain market share.
Speaking with Ricky Towler, Director of Middletons, he told THIIS the company’s marketing is one of its USPs in the industry and is key to successfully entering new locations to compete.
“Having been in the industry for 10 years, we have a pretty good understanding of what ingredients are needed to bake a perfect cake,” he said.
“Getting your marketing and PR right so people know that you are there and raising the awareness is essential when launching a new store in a new location.”
One aspect of the company’s marketing mix includes television advertising, being one of a handful of mobility retailers advertising on the small screen. Recently, the company premiered its Autumn offers campaign.
See the company’s Autumn television campaign: