The Week: VCCP takes charge of advertising account for

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

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 years old, with a particular emphasis on young families, the site will combine online shopping and social networking with areas for user comments.

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.