WH Smith appoints IMP to pounds 10m direct marketing account

WH Smith has appointed IMP to handle its below-the-line


The account is thought to be worth between pounds 8 million and pounds

10 million.

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


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1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).