A Birmingham marketing agency has attracted more than £4 million of spend to the city after securing the role of lead agency for electrical expert Maplin.

Sutton Coldfield-based WAA secured the deal that will see it reunite with Maplin chief executive John Cleland, who worked in tandem with the agency whilst heading up the Esporta Health Clubs business prior to its sale to Virgin Active a year ago.

Electrical expert Maplin, which was founded in 1972 and now has over 200 stores, will work with WAA to create and activate a full marketing and communications strategy to evolve the Maplin brand.

Maplin joins the likes of Westfield Shopping Centres, B&Q, House of Fraser and Mitchells & Butlers amongst WAA’s retail clients, with founder and chief executive Andrew Wilson believing it is further evidence of the power of the agency’s ‘business creativity’ focus.

He said: “Maplin is a prestigious business and we are delighted that its has selected WAA to help it amplify its true customer value.

“We are very proud to have attracted some fantastic names to our agency and to Birmingham and this is another real boost both for WAA and for the reputation of agencies in the region. Our approach is completely focused on taking great insights about the sector and the business and turning them into money for the brand –through a combination of increased sales, more focused and trackable spending, and expert buying.”

Maplin chief executive John Cleland has led the move to appoint WAA and says that the agency’s approach to the task was the major appeal.

He said: “Maplin is a fantastic business that needs to ensure that potential customers really understand what it offers and how it differs – WAA demonstrated the perfect track record and creative credentials for that challenge.”

The success follows hot on the heels of other wins in WAA’s retail portfolio and now sees the agency recruiting for experts to join its team.

Mr Wilson said: “We had a fantastic end to 2012 and beginning to 2013 in terms of new business wins and are constantly looking to talk to the best people in the industry in order to ensure we are geared up to continue that success.”