Long-term brand partnerships in retail media are rare. Fewer still manage to evolve, scale and consistently deliver measurable returns over more than a decade.
Yet the relationship between Bauer Media and Wickes has done exactly that, spanning 14 years and continuing to grow in both reach and effectiveness.
Retail Gazette sat down with Krissie Ford, director of client strategy at Bauer Media and Shelley Allison, head of retail marketing at Wickes, to talk about what makes their partnership so successful.
Over the past 14 years Wickes has collaborated with the media firm on many touchpoints including its audio and editorial offerings.
Wickes has been featured everywhere, from sponsorships on its radio programming, getting involved in Bauer’s charity work to running double page spreads in its publications.
Allison explains: “This partnership has always been about long-term gains, not short-term campaigns.”
That mindset is reinforced by a close, collaborative way of working. “There’s a lot of cultural alignment in how we operate,” Allison adds.
What began as a straightforward sponsorship of Absolute Radio’s Breakfast Show has evolved into something far more integrated.
Ford describes the relationship as one that goes far beyond traditional advertising: “ For us, this is about making really authentic content.”
That authenticity is reinforced by how “naturally” Wickes is woven into the show. “Our mates at Wickes have the fifth chair in the studio,” Ford explains. “No matter what we’re doing, we always find a way to bring Wickes along with us.”
For Allison, that integration is key to how the brand shows up: “It translates into what listeners hear on air. There’s a real authenticity that runs through the whole partnership – and that’s incredibly important to us.”
Crucially, this approach has scaled alongside Bauer Media’s own growth. Over the course of the partnership, Absolute Radio has doubled its audience, giving Wickes access to an “increasingly broad and engaged” listener base.
Ford describes its audience base as “reluctant adults”. They are people who loved music and attended gigs in their youth but then had to become adults- getting jobs, mortgages and families.
She says: “And I think what we’ve done over the years is to bring Wickes into the personality that we have on the brand, making them part of the show.”
According to the pair, a defining feature of the partnership is its ability to create standout activations that resonate with audiences.
One example is last summer’s Britpop-inspired campaign, which tapped into the buzz around the Oasis reunion. Wickes partnered with the show to offer listeners the chance to have tribute band Oasis perform in their garden – turning a simple promotion into a memorable, shareable experience.
“It’s about bringing Wickes into those cultural moments that matter to our listeners and having a bit of fun with it,” says Ford.
The brand is also integrated into major Bauer Media initiatives, such as its charity Cash for Kids and the World’s Biggest Music Quiz, ensuring Wickes is present in high-profile, high-engagement moments.
From Wickes’ perspective, these activations play an important role in making the brand feel accessible and relevant. “It’s about inspiring people to have a go,” says Allison. “Whether that’s a big project or something small at the weekend, we want to be part of that journey.”
14 years ago, Wickes’ core audience was heavily trade-focused. Today, its customer base is far more diverse, spanning trade professionals, DIY enthusiasts, customers using its design and installation services and a growing cohort of female home improvers. The partnership has adapted accordingly.
“All of our audiences have diversified,” says Allison. “This partnership is a brilliant way for us to speak to those audiences in an authentic way.”
Bauer Media has extended Wickes’ presence beyond radio into podcasts, digital audio and print, including collaborations with GRAZIA. Wickes is featured on double page spreads within GRAZIA Casa, the fashion magazine’s dedicated space for interior design.
According to Bauer Media, this was a strategic move, helping Wickes reposition itself as a more design-led, aspirational brand and reach a highly engaged female audience.
Ford explains the thinking: “Bringing GRAZIA to the table was very intentional for us. We knew Wickes were trying to attract a more premium, female audience and this gave us a way to change perceptions.”
The grazia partnership showcased Wickes’ broader product range – particularly interiors – with the aim to challenge assumptions and broaden its appeal to new audiences. As Allison notes: “We’ve been able to show some of those ranges that people might not think we sell and how they can help you create the home that you want.”
More recently, the partnership has expanded to Magic Radio, with Wickes sponsoring its weekend programming, allowing them to connect with a predominantly female weekend audience at “key decision-making” moments. This audience – described by Bauer Media as “glow givers”- often drives home improvement projects.
Ford explains: “These are women who are powering their households and making things happen. They’re often the ones driving those home improvement decisions.”
One of the defining features of the collaboration is its continual evolution. Both teams treat each year not as a renewal, but as a new partnership entirely, ensuring a constant flow of fresh ideas.
“I think over 14 years, you can’t rest on your laurels,” says Ford. “We’re always asking what new things we can bring to the partnership.”
Cultural relevance also plays a major role. Campaigns are regularly adapted to reflect what is happening in listeners’ lives, from seasonal DIY peaks to major cultural moments. This flexibility ensures the content remains timely and engaging.
Importantly, the partnership is held to the same standards as Bauer Media’s editorial output. “We put it through the same lens as anything we do editorially,” Ford explains. “It’s as important to us.”
While creativity and authenticity are central, the partnership is equally grounded in data and performance measurement.
Using attribution tools, Bauer Media has been able to directly link on-air activity to online behaviour. The results are compelling: while the typical uplift in web traffic from audio campaigns sits at around seven to nine per cent, the Wickes partnership consistently delivers around 15 per cent.
This performance means campaigns can be continuously refined and improved. “It means we can see exactly which moments are driving traffic and adapt accordingly,” says Ford.
Brand metrics also point to sustained success. Research shows that long-term sponsorship of Absolute Radio has increased trust in Wickes by 10 percentage points over time.
“That emotional connection is absolutely vital,” Ford adds. “By being part of the show, Wickes benefits from the trust listeners already have in us.”
According to Ofcom, audio remains one of the most trusted media channels, with 80 to 90% per cent of users ranking it as trustworthy, alongside TV and printed news. The partnership has leveraged this to full effect. By integrating Wickes into a daily routine – whether in the car, kitchen or workplace – the brand becomes part of listeners’ lives.
This trust was particularly evident during the pandemic, when messaging shifted away from product promotion to focus on reassurance. “We wanted to make sure people felt we were there for them,” says Allison. “It’s about balancing commercial needs with the reality of what people are going through.”
That ability to pivot quickly, while maintaining authenticity, has helped strengthen long-term loyalty.
The industry has taken note. Over the past 14 years, the partnership has been shortlisted for and won numerous awards and continues to do so.
Reflecting on its longevity, Ford says: “It’s a long-term partnership, so to still be recognised is absolutely fantastic.”
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