LONDON—Barratt Developments has hired 3 Monkeys Communications to drive reappraisal of its Barratt Homes brand.

3 Monkeys takes charge of the assignment following a four-way competitive pitch, and is tasked with updating perceptions of Barratt Homes among homebuyers.

Britain's biggest homebuilder by volume, Barratt Homes reported a 73 percent increase in profits for its most recent financial year, driven by improving housing market sentiment. 

"Since the 1950s hundreds of thousands of people in the UK have bought or lived in homes inspired by Barratt," said Barratt Developments head of PR Paul Howlett.

"Today, we’re the country’s largest and most recognised name in housebuilding – so we searched for a partner that understood our proposition, and could deliver exceptional creative thinking, rooted in strategy and insight to a wide variety of audiences."

3 Monkeys director of consumer and brand Anna Speight noted that "perception lags reality" for Barratt, adding that the agency would focus on "rational reasons to believe in Barratt Homes’ great portfolio [and] emotional reasons to engage."