MindShare Direct to handle Boden brief

MindShare's direct marketing division, MindShare Direct, has won the £3.6 million media planning and buying account for the mail-order clothing retailer Boden.

The WPP-owned agency netted the business in a shoot-out against the incumbent, All Response Media.

In February, Boden tested brand advertising on outdoor, radio and door-drops.

Andrew Mason, the head of MindShare Direct, said: "Boden is a very strong brand and we are delighted to be working with it to drive forward customer growth."

Earlier this year, MindShare restructured following the promotion of Eta Murphy from managing partner to managing director.

MindShare said its key focus this year is to improve its multidisciplinary offering. MindShare Direct now sits within its new House of Media structure.