WDMP triumphed in a three-way contest against 23Red and RPM3 to secure the business. RPM3 already handles direct marketing and advertising for the retailer on a project basis. The pitch does not affect the agency's status on the account.
WDMP has been briefed to develop customer communications for the retailer's existing database and to acquire new customers. The resulting work will run across direct mail, colour press advertising, e-mails, web design and banners. The agency has also been briefed to revamp Habitat's website.
WDMP's first work will be a campaign to promote Habitat's autumn/winter 2006 range, called "Vive la Difference". The name of the range is designed to help promote Habitat's designer status to differentiate it from increasing competition in the furniture and homewares market.
Carla Bowden, the UK brand manager at Habitat, said: "We were delighted with the pitch WDMP gave. We were particularly impressed by its creative solutions, database management and insights, and the way the team looked beyond the brief to create a fully integrated campaign."
Graham Pugh, the WDMP creative director, added: "This is a great opportunity for WDMP to demonstrate its creative credentials on a highly prestigious piece of business. It's our first pitch since I joined WDMP in April and I'm thrilled we've won."
Habitat, which is owned by Ikea, recently opened a new flagship store in Regent Street. Habitat will soon face further competition from the Danish home furnishings brand ILVA, which launches in the UK this summer.