Upholstery retailer Sofology has announced the appointment of TBWA/MCR as its new creative agency.

TBWA/MCR, which is based in Manchester, secured the deal ahead of other competition through a pitch process and takes over from previous agency The Corner.

As part of the partnership, TBWA/MCR will be responsible for overseeing the brand’s creative strategy, which includes TV, online and in-store campaigns with an initial work to go live later this year.

Lisa Nichols, TBWA\MCR Executive Creative Director said, “We’re delighted to be working with Sofology again. As a brand that understands the importance of positive disruption and has an appetite for creating advertising that cuts through, we can’t wait to create some great work.”

Jan Duckworth, Brand Director of Sofology said: “As a challenger brand at heart, TBWA\MCR, the disruption agency, are the perfect fit for Sofology. We were impressed by their knowledge and experience of delivering TTL campaigns and we’re excited to create great work that stands out together.”