A FOUNDATION set up to boost the image of carpet has appointed a new broom from one of Kidderminster's foremost firms.

Rupert Anton, of Victoria Carpets, has been appointed marketing director at the Carpet Foundation - a post he held at Victoria for five years.

He joins the foundation on a crest of a wave as its £4 million advertising campaign has received plaudits nationwide.

More than 30 million people have seen the campaign in national newspapers and glossy home-interest titles.

Carpet is being featured more in magazines and firms have received a surge in inquiries from PR firms keen to use the material.

It will take up to five years to analyse any correlation between the campaign and sales.

Mr Anton, 35, said of his appointment: "Tremendous strides have been made by the foundation in the last year and I am very excited at joining such a potent and dynamic body."

The Carpet Foundation launched an advertising campaign last year to champion carpet as the industry aimed to grab a bigger share of the flooring market.

The campaign, funded by 12 companies nationwide, including six Kidderminster firms, has been labelled a success in its first year.

Mr Anton said: "I hope this sends out a message to the industry that the Carpet Foundation is here to stay.

"It is important for the industry nationally, and for Kidderminster, considering its significance to the town."

Mr Anton replaces Mike Hardiman as marketing director. Mr Hardiman has been promoted to executive director of the foundation.