Shop Direct hands account to VCCP

LONDON - VCCP has won the advertising account for, the Shop Direct Group's new shopping website, which will replace the current

Littlewoods...rebranding website
Littlewoods...rebranding website

The agency beat Leo Burnett in a final shoot-out. The pitch also included Delaney Lund Knox Warren and Karmarama, which were knocked out at an earlier stage.

VCCP will begin work straight away, with a soft launch of – the rebranded site – expected within in the next couple of weeks. The campaign will include TV, online advertising, PR and social media.

Aimed at shoppers aged between 25 and 45, with a particular emphasis on young families, the site will combine online shopping and social networking with areas for user comments, plus a fashion concierge.

It will offer 10,000 products – with lines added every week – and between 1.4 million and 1.5 million customers on the group's database will be moved over to the brand.