- Mothercare has appointed Duckworth Finn Grubb Waters to develop its brand strategy just four months after marketing director Steve Foulser joined the retail chain from Woolworths.
Duckworth Finn's brief is to develop Mothercare's positioning in the marketplace and revive its brand as the leading baby and children's retailer.
The chain has been working without a retained agency for the past two years since it parted with Leagas Delaney. Saatchi & Saatchi has been creating ad hoc work over the past year as part of its Bhs account, which is owned by Storehouse, Mothercare's parent.
When the chain first began talks with agencies, an advertising brief was included and Duckworth Finn is expected to produce a campaign at some stage.
Gary Duckworth, the agency's chairman, said: "It was our branded retail experience that was attractive to Mothercare." The agency has worked on a number of retail accounts in the past, including Co-Operative Retail Services.
Mothercare appointed Foulser after five years without a marketing director. He was previously marketing controller at Woolworths, part of the Kingfisher Group.
Mothercare held only a five per cent share of the children's clothing market last year, putting it almost at the same level as rivals Woolworths, C&A and Adams. Marks & Spencer held 8 per cent.
The retail chain's poor performance is not entirely surprising, however, with retail experts admitting that children's clothing is one of the most difficult markets in which to operate.