Mother lands advertising account for ASOS

LONDON - Online retailer ASOS is ramping up its advertising activity, appointing Mother as its first agency of record and sponsoring Living TV's 'Next Top Model' series.

ASOS: appoints Mother to ad account
ASOS: appoints Mother to ad account

The agency, which picked up the business without a pitch, will now take on all of the print, outdoor, online and TV communications for ASOS. The client previously managed its activity in-house.

Its first brief will see the agency produce a series of idents promoting the online retailer's sponsorship of Living TV's 'Next Top Model' series.

The sponsorship deal, brokered by Carat Sponsorship, will span all four of the 'Next Top Model' series filmed in Britain, America, Canada and Australia and set to run throughout 2010.

The series of 10-second idents that will be shown at the beginning, middle and end of each programme on Living and will be targeted at the programme's core audience of 16-to 34-year-old women.

ASOS, one of the fastest growing internet fashion retailers, reported record sales last year, with its total sales soaring 47 per cent for the six months to September 2009.