Brilliant Media's second blow as £90m DFS business moves to Mediacom
DFS has appointed Mediacom to handle its £90m media buying business following a review which included incumbent Brilliant Media in Leeds.
The furniture company has confirmed that is has appointed Mediacom to handle the business, which according to The Nielsen Company was valued at just over £91m last year.
The appointment follows a four-way pitch between MediaCom, Mindshare, OMD and Brilliant.
Mediacom was thought to be the favourite to pick up the account since news broke that the company was set to review.
The news comes as a huge double blow for the Leeds-based business coming just a week after Asda moved its £12m regional media account out of Brilliant and into Carat.
MediaCom previously worked with DFS on its press business.
Doncaster-based DFS spends the bulk of its advertising on press and TV, for which it has traditionally used Yorkshire-based agencies including Uber. It is understood the creative account is unaffected.
DFS was sold to private equity firm Advent International for £500m last spring.