Krow shortlisted for IPA Effectiveness Award

Krow shortlisted for IPA Effectiveness Award


themission Agency krow included amongst the world’s advertising best as it is shortlisted for the 2018 IPA Effectiveness Awards.

Creative communications Agency krow, which is part of themission Group, has been shortlisted for the IPA Effectiveness Awards for their outstanding work for furniture retailer DFS.

Recognised as the most demanding and prestigious Advertising Awards globally, winning an IPA Award is about proving beyond reasonable doubt that it was the advertising that delivered a financial return on investment.

Although DFS is a British business success story and has been very well-known for many years, it has never been a well-loved brand.  Broadening its appeal was crucial because, to hit growth targets, DFS needed to attract a more affluent sofa shopper.

Since krow began working with DFS in 2011 to transform their communications model they have helped the brand add over £530m in profit and built a brand that is almost as well regarded in terms of consumer love and respect as John Lewis (Source: Independent Tracking Research for DFS).  Advertising campaigns featuring animated characters celebrated the production and quality testing of its sofas, with British Heart Foundation and Team GB partnerships used to build affinity.  

Following the activity, there was a 45% increase in consideration (’Top 2 box’),  and penetration amongst the more affluent sofa shopper rose by 32%. The approach also saw a 64% increase in profit ROI.

Commenting on the achievement, co-founder of krow, Malcolm White acknowledged the team effort that went into making multi-year DFS communications such a huge success. “Recognition such as this is only possible thanks to terrific creative work, best-in-class planning, great krow teamwork, support from our friends at MediaCom and, most importantly, brilliant Clients. We’re looking forward to the winners being announced on October 9.”