The Behaviours Agency has won a three-way pitch to handle HomeForm Group’s advertising business, worth £12million.

The shopper marketing agency, based in Manchester will manage all advertising activity including national press, TV and home interest magazines across Moben Kitchens, Sharps Bedrooms and Dolphin Bathrooms as well as Kitchens Direct.

The win will complement The Behaviours Agency’s current below-the-line activity for HomeForm Group, which has been ongoing for the last three years.

Sue Benson, managing director at The Behaviours Agency says: “This is an exciting time in our development and we couldn’t be more thrilled.

“An enormous team effort gone into making this a success and we’re all absolutely delighted. Our thinking will now move from the retail environment into advertising for HomeForm, creating a seamless all-encompassing campaign for customers.”

Mark Collier, group marketing director at HomeForm Group comments: “We have worked with The Behaviours Agency for the last three years and so they have a complete understanding of how our business and customers work.

“The team’s brand credentials stood out. Ultimately they won the business due to their understanding of our brand and how we engage with customers to generate a greater return.”

The advertising business was previously handled by DLKW Lowe. The Behaviours Agency will start work on 1 May 2011.