Fitted furniture company Sharps has appointed independent media agency Medialab as its UK media agency following a competitive four-way pitch supported by The Aperto Partnership.

The account covers all paid planning and buying, and Campaign understands that it is worth about £20m in media spend.

Dentsu agency iProspect was the incumbent on Sharps’ above the line activity accounting for approximately £8m in media spend, and Kinase was the incumbent on digital.

At the time of writing, iProspect had not responded to Campaign’s request for comment.

Tim Moore, marketing director at Sharps, said Medialab’s data-driven approach to media, which complements the brand’s move from physical stores to online shopping, was fundamental to the agency’s win.

Moore said: “Medialab impressed us with its clear roadmap for supporting our growth through its transparent, data-driven approach to media planning and buying.

Read the story on Campaign here.