DIY chain Wickes has poached Littlewoods brand director Tony Holdway and appointed him to the same position.

Holdway, who was previously Woolworths marketing and customer service director and before that Mothercare’s head of marketing and business development, joins the home improvement retailer later this month.

He will oversee brand design and targeting and promotional planning among other things.

Wickes has been conducting a marketing overhaul in recent years, launching its first TV ad campaign in a decade in December 2008.