Furniture retailer Oak Furnitureland has appointed TMW Unlimited, part of UNLIMITED, to be its lead integrated creative and strategic agency.

The appointment process was coordinated by the AAR, with TMW Unlimited eventually being awarded the account after a competitive four-way pitch.

TMW Unlimited will be responsible for creating six major campaigns across all channels, including TV, radio, online video, website and POS. Work on the account will commence immediately, with a new campaign and brand platform due to launch later this year.

UNLIMITED’s Human Understanding Lab, a collection of behavioural, data and neuroscientists, will be used to provide insights to inform the direction of Oak Furnitureland’s creative identity.

Chris Mellish, CEO of TMW Unlimited said: “In so many ways, this is a fantastic win for us. The brief is exciting: a multi-layered challenge with big integrated requirements, which is exactly what we have built the agency to do. But, perhaps most importantly, they are a team with big ambitions and there was a fantastic alignment in our cultures from the first meeting to the last. To win yet another big integrated pitch is further proof that our proposition, Ideas That Move People, continues to resonate within the market. We can’t wait to get started.”

Gill Mison, Chief Customer Officer at Oak Furnitureland said: “We have a lot of exciting changes in the pipeline so it was important for us to find an agency partner that could positively challenge the way we bring the story to life as we continue to evolve the brand, and increase its relevance within consumers’ minds.

“It was clear throughout the selection process that TMW Unlimited shared our vision of the brand’s potential. We were blown away by the ideas that were presented, the thinking that had gone into them and the overall cultural fit of our two businesses. We’re incredibly excited to start working with TMW Unlimited as we bring these ideas to life.”

Rebecca Nunneley, Lead Consultant at AAR, said: “A pitch process is an opportunity for clients to demonstrate what they would be like to work with, and the Oak Furnitureland team made the process such a joy. They were generous with their time, their knowledge of their business, and passionate about where they want to take the brand. TMW Unlimited is hugely deserving of its win, and I look forward to seeing all they will achieve together.”