WH Smith appoints IMP to pounds 10m direct marketing account

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

business.



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

communications.



John Quarrey, IMP's chief executive, was unavailable to comment on the

win.



Become a member of Campaign from just £46 a quarter

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.co.uk ,plus get exclusive discounts to Campaign events

Become a member

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

Partner content

Share

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).