Mothercare group kicks off ad review

Mothercare has kicked off a search for an advertising agency and is in the process of drawing up a shortlist of agencies with the AAR.

The mother and baby products retailer, which owns the Early Learning Centre, is seeking an agency to handle a Mothercare campaign, set to launch in the summer, and Christmas advertising for the Early Learning Centre.

St Luke's, which has worked with Mothercare in the past, will pitch for the combined account. The agency produced a campaign last March to promote Gurgle, the mother and baby social networking site, which Mothercare launched alongside the social networking company MediaBurn.

The campaign included poster executions, featuring a woman holding a naked baby, with the words "this way up" printed on its back.

Mothercare has not run many campaigns for the main brand recently, preferring to concentrate on its direct and online marketing. Last year, it appointed the digital agency Inbox to an eCRM brief.

The Early Learning Centre, which was bought by Mothercare in 2007 for £85 million, has previously used Hurrell Moseley Dawson & Grimmer to produce its advertising.

The agency secured the business in May 2007 after the previous incumbent, United London, closed. But it did not create any advertising for the toy store group last year.