Kitcatt Nohr scoops John Lewis DM push

John Lewis has hired Kitcatt Nohr Alexander Shaw to handle its first serious direct marketing drive.

As Campaign revealed last week (23 March), the retailer had spoken to several undisclosed agencies before selecting Kitcatt Nohr and Rapier for a final shoot-out for the business.

Kitcatt Nohr will handle the retailer's first externally created DM campaign. The company had previously only promoted its stores through catalogues and inserts created by its in-house team.

The agency already handles the direct marketing for John Lewis's sister company, Waitrose, having picked up the business in a competitive pitch at the end of last year.

Kitcatt Nohr will be looking to bolster John Lewis Partnership's rapidly increasing sales. The Partnership has been enjoying a huge growth on the high street, with reported pre-tax profits of £319 million in 2006, representing a like-for-like rise of 27 per cent. The retailer also has plans to expand, with a further ten stores expected to open by 2017.

The appointment follows the hiring of the interim marketing manager, Gill Barr, who took over from Andrew Woodward.

Kitcatt Nohr, Rapier and John Lewis were unavailable for comment.

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