UK homebuilding giant Redrow is to revamp its media strategy and bring data-led insight to the fore to tackle the challenges faced by the market and to “connect with audiences on a deeper, more meaningful level”.
The group, set up in 1974 and now listed on the FTSE 250, has appointed independent agency The Kite Factory to the task, following a competitive pitch.
Redrow has built over 100,000 homes across England and Wales, with future and established flagship developments including Woodford Garden Village in Cheshire; Ebbsfleet Green in Kent; Colindale Gardens in north west London; Ledsham Garden Village in South Wirral; and Amington Garden Village, Tamworth.
Last year, Redrow was included in the FT – Statistic annual climate leaders list, which includes companies that have achieved the greatest reductions in their Scope 1 and 2 greenhouse gas emissions intensity over a five-year period (2015-20).
The company was also admitted to the FTSE4Good Index Series, for demonstrating strong environmental, social and governance (ESG) practices.
The Kite Factory has been tasked with delivering a media strategy with creativity and data-led insight at the centre. Collaborating closely with Redrow’s creative agency, the media shop has been briefed to drive brand consideration, increase reservations, and further elevate Redrow’s market position.
The Kite Factory’s success was attributed to “thinking beyond market norms where legacy media and market behaviour is prevalent, while balancing the complexity of the category amidst a cost-of-living crisis”.
The appointment will see Kite Factory’s remit span across all media planning and buying across the 12 divisional offices, driving national media strategy from the central office.
Redrow Homes head of marketing operations Warren Hamilton said: “We are excited to have appointed The Kite Factory as our media planning and buying partner as we continue to expand Redrow’s reach in the market. The Kite Factory’s proven ability and innovative approach aligns with Redrow’s goals and we’re confident that this partnership will achieve great success in the future.
“The partnership comes at a pivotal time as the market continues to face ongoing challenges, and so it is ever more important now to connect with audiences on a deeper, more meaningful level.”
Kite Factory head of client service Anthony Abou-Zeid added:“The homebuilder sector is such an interesting place to be right now, with the market facing challenges around planning permission, competition, demand for new homes and the obvious cost of living crisis.
“But, with that, comes the need to innovate how we engage prospective buyers higher up the funnel, how we leverage emerging technology to create meaningful business change and how we can help Redrow elevate their proposition.
“There is a lot of ambition over there and it’s refreshing to see an organisation of this size embrace change the way Redrow have. We want to create a new blueprint for this iconic homebuilder.”
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