Bartle Bogle Hegarty has hooked another chunk of Sears business by
landing the women’s clothing chain, Wallis.
The appointment comes two months after BBH and its sister media company,
Motive, were handed the pounds 1.5 million Selfridges account. The two
agencies secured the business following Saatchi and Saatchi’s decision
in March to resign the task after picking up the pounds 5 million
Wallis, which traditionally does not spend much money above the line, is
now considering a major advertising push in a bid to boost its profile.
In the event, Motive would handle media planning and buying.
The move is in line with the brief given to the new Wallis marketing
director, Fiona Davis, to try to build a stand- alone brand.
Davis joined in February from Bhs, where she was the senior brand
marketing manager. Before her arrival at Wallis, the company had not had
a marketing director for a number of years.
Working with BBH, Davis is now carrying out a detailed audit of the
Wallis brand to assess what distinguishes it from other fashion
retailers and to develop a long-term strategy.
Davis commented: ‘We are working with the agency on a brand vision
project to define our strategy as we go forward.’
She continued: ‘The major issue is that we have a very loyal customer
base, but there is an opportunity to gain more customers.’
Wallis’s parent company, Sears, has come under fire recently for its
poor trading figures, strategy and the level of directors’ bonuses.
The retailer is now conducting a wide-ranging review of its marketing
arrangements across all of its major brands, under the guidance of the
group marketing director, Simon Gulliford.
Only last month, M&C Saatchi was appointed to handle the relaunch of the
Richards chain of women’s fashion stores (Campaign, 21 June).
Davis said it was too early to say when the advertising would roll out,
but added that PR would be a critical element in the early stages.