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Hobbycraft awards krow £2m strategic, creative and communications account


By Gillian West, Social media manager

April 4, 2013 | 2 min read

Arts, crafts, making and baking retailer Hobbycraft has selected krow to handle its strategic planning, creative development and communications planning.

The £2 million contract sees krow handle the creative direction for the Bridgepoint owned retail chain. Previously Hobbycraft has carried out very little advertising leaving the agency tasked with demonstrating the potential return on investment creative work and communications can deliver.

Katherine Paterson, customer director of Hobbycraft, who recently joined from B&Q, said the agency’s work for both Pets and Home and DFS had “impressed” her adding: “I know they will apply this talent, plus their passion and enthusiasm into helping us develop the Hobbycraft brand and communications plan for the future”.

Of the appointment founder of krow Barry Cook, said: “Hobbycraft is one of those specialist retailers that’s loved by its loyal users but is still relatively unknown or misunderstood by many.

“There is a shared vision to produce great work and we are excited to be working with such an ambitious brand team. Our experience in working with other Private Equity retailers gives us the confidence to believe that we are up to the challenge and we were flattered to be awarded the business without a pitch.”


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