John Lewis agrees 12 month partnership with BabyCentre to target expecting mums
High street retailer John Lewis has announced a 12-month partnership with online retail platform for expecting mothers BabyCentre.
The partnership between the two companies will see Manning Gottlieb OMD handle all media planning and buying as John Lewis targets expectant mothers with tailored products and offering advice throughout their pregnancy through content on the BabyCentre website, mobile site, and the My Pregnancy Today app.
Rachel Swift, head of brand marketing at John Lewis, commented: “Having a baby is a huge catalyst for change in a woman’s life and the John Lewis offering is designed to support new mums and mums-to-be as they embark on this journey. BabyCentre was a natural partner because of their huge reach amongst expectant mums and an online offering that supports mum every step of the way.
“What’s more, by listening to the BabyCentre community, we will also be able to improve our service to expectant and new mums and tailor it more effectively to their needs.”
A number of in-store events will also take place to promote the BabyCentre experience.