Mothercare hands OgilvyOne UK direct marketing account

Mothercare has awarded OgilvyOne its direct marketing account in the UK without a pitch. The agency will overhaul the retailer's customer communications, develop tailored direct mail campaigns and co-ordinate a data collection strategy.

The agency's first work will promote the store's new toddler clothing range.

Mothercare renewed its focus on marketing at the end of last year when it created a senior marketing role to target consumers more effectively.

St Luke's picked up the £3 million advertising account in February in a pitch against Miles Calcraft Briginshaw Duffy, Rapier, Mother and TBWA\London.

St Luke's is developing a customer communications strategy, which will include a television campaign.

The first work is expected to break later in the autumn.

Mothercare has overhauled its 232 UK stores, resulting in a 3.5 per cent rise in group sales to £446.9 million.

Paul O'Donnell, the chairman of OgilvyOne, commented: "We are really looking forward to working with Mothercare, especially at this interesting time in the company's development."

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