Online estate agent Purplebricks has appointed mSix&Partners to handle its media planning and buying account ahead of a major relaunch campaign due to break on Boxing Day, promoting a new “free” to sellers proposition.
The company, which experienced a peak valuation of over £1.3bn, hit the buffers earlier this year and was sold to rival Strike, the Charles Dunstone-backed competitor, for a nominal £1 fee.
It is now aiming to rebuild on its market position with a new and improved offering, adopting on Strike’s proven ‘free’ to sellers business model, which gives customers the opportunity to sell their homes for free anywhere in the country through a virtual service.
The WPP agency, which scooped the brief following a competitive pitch process, will work alongside creative agency Brother & Sisters on the relaunch, with a blend of TV, out of home and digital. It is not known whether the “Save yourself from commisery” strapline will be retained.
Initially it will target the North and central regions of the UK, both areas of high brand awareness for Purplebricks, before rolling out nationally.
It is said that mSix&Partners, which has worked on the Strike brand since 2020, demonstrated a detailed and thorough review of the optimum channel mix to maximise reach, and the smart application of geo-data to target audiences that will create the most impact for Purplebricks.
In understanding the strengths of both brands, mSix&Partners demonstrated the synergies convincing backers, Freston Ventures they were the right fit for Purplebricks.
Purplebricks chief marketing officer Phil Lloyd said: “mSix&Partners demonstrated clear knowledge and media expertise throughout the pitch process, they are well versed with the target audiences that matter to us and how best to reach them. The work they have already done for the Strike brand further underlined that they are the right agency to support us as we relaunch and beyond.”
mSix&Partners client lead Tom Sutton added: “To pitch and win such a well-known brand at a pivotal time for their business is extremely exciting. Having witnessed the incredible rise of Strike over the years working together, the opportunity to take Strike’s winning formula and weave it into a brand with the personality and significance of Purplebricks is a prospect we are pleased to be able to deliver.”
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