Red Letter Days gives Mother £6m account

Mother has seen off agencies, including St Luke's and HHCL & Partners, to win the £6 million Red Letter Days account.

The company, which specialises in offering a range of luxury gift ideas, approached a number of agencies for informal discussions with a view to drawing up a shortlist. Following the talks it appointed Mother without a pitch.

Red Letter Days was founded in 1989 by the now chairman, Rachel Elnaugh.

The brand has previously had a low advertising spend, using viral marketing instead. However, it is gearing up for a significant increase in investment, and has hired Mother to help build its profile and oversee its development in line with its preparation to float on AIM next year.

Mother's brief will be to establish Red Letter Days as an alternative to other, more conventional luxury gift offerings. Elnaugh said: "Mother is a pioneering brand in its own market and we knew when we met them that it was the right choice for us."

Stef Calcraft of Mother said: "We're always on the look out for clients who want to make a difference, and in Red Letter Days we have found a rare talent. It invented its market and, with its new-found resources, will have the means to develop in leaps and bounds."