The company’s procurement department has been contacting agencies directly with the brief. Goodstuff, the incumbent, is repitching.
The brief has gone out in the wake of a management restructure at Mothercare. Mothercare has, among other changes, hired Gary Kibble, from Shop Direct, as its group brand and marketing director as it seeks to turn itself into a digitally led company.
Havas Worldwide London, which has handled Mothercare’s integrated creative advertising account since 2013 when it won a pitch against Bartle Bogle Hegarty, is unaffected. Rapp handles Mothercare’s data and CRM advertising.
Mothercare has struggled in recent times, losing sales to online rivals and supermarkets. In 2014 the company asked shareholders to back a £100 million rights issue to fund store closures and a revamped IT system.
Financial reports from the beginning of 2015 were more positive, showing a 1.1 per cent like-for-like increase in UK sales over Christmas.
Mothercare did not respond in time to comment.