Debenhams names new agency as it works towards social shopping status

Debenhams could see a major shift in its marketing style as the retailer has named a new agency after splitting with long-term agency J Walter Thompson London during the summer.


The Christmas ad was JWT's last work for the retailer - Debenhams


The company has named Mother as the agency to help develop its brand identity and communicate its new strategy to the public as it embarks on its major Debenhams Redesigned transformation.

Earlier this year Debenhams said it wanted to become the destination for “social shopping” and began a programme that will see some stores being closed as well as a category shake-up and an updating (and weeding out of) its long-term Designers at Debenhams labels.

The new strategy claims to put the customer at the heart of the operation and make shopping more fun.

Debenhams said that Mother demonstrated that it understood the brand and its customers and could think creatively to really make a difference.

We don’t yet know what changes will be made to the marketing approach. The current modern fairytale-themed Christmas campaign that has Ewan McGregor in a cameo role was created as JWT’s last piece of work for the retailer.

Mother’s other clients include Not On The High Street, Ikea, Boots, Vauxhall, KFC and Moneysupermarket. The agency is known for its quirky and statement-making ads that rate very highly for consumer-awareness.

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