WCRS to move Littlewoods upmarket

Littlewoods has briefed WCRS to create a modern brand image for its catalogues and reposition them as a more upmarket, aspirational way to shop.

WCRS won the £12 million Littlewoods creative account this week, following a four-way pitch against Fallon, St Luke's and RPM3. The pitch was managed by the AAR. The account includes work for the Choice, Great Universal, Kays and Littlewoods brands.

Clive Briscoe, Littlewoods' group sales and marketing director, said: "Littlewoods is a refreshed, inspiring and changing brand. WCRS will help us shout about the improvements we have made and the relationship confirms our confidence for the future."

The appointment follows Littlewoods' decision to pull out of the high street and renew its focus on its core catalogue retailing business.

Last year, the Barclay brothers-owned brand sold its UK stores to Primark in a deal worth £409 million. This followed the sale of 33 of its 66 standalone Index stores to Argos for £444 million. The remaining stores were closed.

In May, the retailer closed three of its warehouses with the loss of 1,200 jobs. The company said the closures would save it around £250 million over five years.

Last month, Carat won the company's media planning and buying business in a separate review that also included PHD and Zed Media.

Littlewoods has previously used media planning and buying agencies including Zed, MediaCom North and Universal McCann North.