London, 28th October 2026: Kingfisher has retained dentsu X to handle media planning and buying for B&Q and Screwfix across the UK and Ireland, following a competitive review. The work will be underpinned by dentsu.connect, dentsu’s proprietary next-generation intelligent operating system designed to unify the entire marketing lifecycle. dentsu.connect brings together open, scalable technology with specialist service and a truly tailored client approach.
The new contract begins in 2027 and follows the initial appointment of dentsu X in 2022 following a European review.
Since being appointed four years ago, the dentsu media agency has helped both B&Q and Screwfix launch new communications platforms to huge success, bringing back ‘You Can Do It If You B&Q It’ and launching ‘No Stopping You’ featuring Sir Mo Farah for Screwfix.
Katherine Paterson, Marketing Director, B&Q, said: "dentsu X provided the step-change in thinking we were looking for. We are excited about the opportunity ahead and the potential to create lasting impact for our customers and our business."
Jack Wallace, Marketing Director, Screwfix, said: "dentsu X combined a deep understanding of our business with a clear ambition to help shape what's next. The clarity and ambition shown throughout the review process gave us confidence in the partnership, and we're looking forward to building on our success of the last four years."
Flora Kong, Managing Director, dentsu X, said: “Retaining the account is a vote of confidence we never take for granted. We put forward a transformational solution that brings together media, business transformation and the full breadth of dentsu to unlock the next chapter of growth for B&Q and Screwfix.”
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