Debenhams backs autumn range with WCRS TV campaign

WCRS is continuing to encourage positive reappraisal of the Debenhams department store in a new TV campaign launching its autumn collection.

The advertising is also timed to coincide with the store's launch of Nectar, the UK's first loyalty card scheme to feature multiple companies. Debenhams is one of Nectar's four founding partners alongside Sainsbury's, BP and Barclaycard.

Nectar's backer, Loyalty Management UK, is set to spend £50 million on its launch this autumn.

Directed by Joe Roman through Rose Hackney Barber, WCRS's campaign evolves the "floors theme seen in the retailer's previous advertising.

The TV campaign, which breaks on 1 September, will be backed by press ads in monthly titles identified as those read by Debenhams' core target group. These include Marie Claire, Cosmopolitan, Elle, InStyle, Red and Good Housekeeping. It will also run in supplements, including The Sunday Times Style magazine and You magazine.

Media planning and buying is through Carat. The campaign was written by Matt Woolner and Will Barnett, and art directed by Steve Wioland and Mike Wells.

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