Kingfisher Retains Agency for B&Q and Screwfix Media
The retailer's decision to renew its media contract provides operators with a blueprint for long-term marketing continuity.
Updated on Oct. 29, 2026 in Advertising
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Kingfisher has retained dentsu X to handle media planning and buying for its B&Q and Screwfix brands across the UK and Ireland. The appointment follows a competitive review process, securing the agency's position as the media partner for these major home improvement retailers.
Why it matters
Retaining an existing agency partner after a formal review signals a preference for continuity in brand messaging and campaign execution. For operators, this stability in media management is essential for maintaining consistent customer acquisition strategies across multiple markets.
The renewal follows a four-year tenure for dentsu X, which held the media planning and buying account prior to this competitive review. The new contract term for the agency is scheduled to commence in 2027.
The players
Kingfisher
An international home improvement company that operates the B&Q and Screwfix retail brands.
dentsu X
A global media agency that provides planning, buying, and performance marketing services to enterprise clients.
The details
Dentsu X will continue to oversee media strategy through the proprietary dentsu.connect operating system, which is used to manage the full marketing lifecycle of the B&Q and Screwfix brands. The decision to retain the firm was finalized after a comprehensive competitive review process that assessed the agency's performance against industry standards.
Timeline
2022: dentsu X was initially appointed as the agency of record.
2027: The new contract term begins.
Market Landscape
This renewal aligns with the industry-standard competitive agency review cycle, where large retailers periodically re-evaluate their media buying partners. It marks a departure from the frequent agency switching that has characterized similar retail media account reviews over the past decade.
Operators should view this retention as a benchmark for evaluating their own long-term agency partnerships. When managing complex retail brands, prioritize consistency in data and performance tracking systems over the disruption inherent in agency turnover.
The takeaway
Continuity in media operations can drive long-term marketing efficiencies, provided the partner demonstrates value through competitive review. Use this transition period to audit your own marketing tech stack against the performance metrics established during the previous four-year engagement cycle.
Further reading
For broader insights on agency relationships, visit the Advertising section.
Source note: This article includes information reported by Prolific North.
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