The Storehouse Group is to rename its Mothercare chain Mothercare
World and will hold a creative review for the relaunch advertising task
in the coming months.
At the same time, Storehouse has moved its combined Children’s World and
Mothercare media planning and buying into the Media Business Group in a
move that effectively centralises its media with TMB.
The two accounts could spend as much as pounds 3.5 million in 1997 as
Storehouse steps up activity on the two brands. TMB already handles the
pounds 5 million Bhs business, also owned by Storehouse.
The Mothercare account has largely been dormant in recent years. The
most recent Mothercare work, a press campaign at Christmas, was created
by the small Nottingham agency, Sellers and Rogers, and before that it
had been handled by Leagas Delaney.
The rebranding will bring the Mothercare brand closer to Children’s
However, the review is not expected to include Children’s World, which
is currently held by GGT Advertising. A Mothercare spokesperson was not
available for comment as Campaign went to press.
Mothercare stores will be renamed Mothercare World. Children’s World
stores will not rebrand in the short term.
Children’s World’s media business was last with BMP DDB but lapsed when
the chain was sold by Boots to Storehouse in April last year. It
recorded a pounds 1.23 million spend in the 12 months to September 1996,
according to Register-MEAL.
Neither Steve Allan, the managing director of the Media Business, nor
Nick Lawson, the new-business director, would comment.