Wedgwood in creative overhaul to boost youth appeal

LONDON - Wedgwood, the fine china brand, is looking for a new agency as it gears up for an increased marketing and advertising push this year.

The company is talking to various unnamed agencies through the AAR, and has plans to increase significantly its marketing spend in a bid to emphasise both its Britishness and its designer ranges to upmarket consumers.

The pitch follows Wedgwood’s appointment of the ex-National Lottery marketing controller, Laura Hicken, as its marketing director in Europe.

In the UK, the company previously worked with Mustoes (formerly Mustoe Merriman Levy), but has not had a creative agency for four years. Media buying is handled by Media Planning Group.

It is thought the company is keen to reach younger consumers and to promote ranges created by designers such as John Rocha, Jasper Conran and the Hollywood couturier Vera Wang. Wedding lists are said to account for up to 40 per cent of UK sales.

The company is a part of Waterford Wedgwood, which has seen its profits and sales double in the past five years. The brands are popular in the US market, which accounts for half of its sales, and where the Duchess of York is an ambassador for the brand.

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