Mothercare hands OgilvyOne UK direct marketing account

Mothercare has awarded OgilvyOne its direct marketing account in the UK without a pitch. The agency will overhaul the retailer's customer communications, develop tailored direct mail campaigns and co-ordinate a data collection strategy.

The agency's first work will promote the store's new toddler clothing range.

Mothercare renewed its focus on marketing at the end of last year when it created a senior marketing role to target consumers more effectively.

St Luke's picked up the £3 million advertising account in February in a pitch against Miles Calcraft Briginshaw Duffy, Rapier, Mother and TBWA\London.

St Luke's is developing a customer communications strategy, which will include a television campaign.

The first work is expected to break later in the autumn.

Mothercare has overhauled its 232 UK stores, resulting in a 3.5 per cent rise in group sales to £446.9 million.

Paul O'Donnell, the chairman of OgilvyOne, commented: "We are really looking forward to working with Mothercare, especially at this interesting time in the company's development."

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1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).