WH Smith has appointed IMP to handle its below-the-line
The account is thought to be worth between pounds 8 million and pounds
IMP pitched against five other agencies for the business, which includes
all of the retailer's direct marketing and sales promotion.
The retailer has previously handled much of its direct marketing
activity in-house, while using agencies including BHWG Proximity and IMP
Edinburgh on projects. However, WH Smith wants to increase brand loyalty
and develop the effectiveness of its promotional activity.
Part of IMP's task will be to help manage WH Smith's loyalty card
scheme, called Clubcard. The scheme is a national programme across 700
UK stores. It has more than five million members.
WH Smith also wants to use direct marketing and sales promotion to make
customers aware of its efforts to improve stores and services.
WH Smith's creative account, which is held by Abbott Mead Vickers BBDO,
and its media, through Starcom Motive, are not under review. The direct
marketing pitch was run by Jenny Cochrane, WH Smith's head of
John Quarrey, IMP's chief executive, was unavailable to comment on the