The Drum Awards for Marketing - Entry Deadline

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Client: Mothercare
Date: Nov 2018
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Mothercare has turned to creative agency Mcgarrybowen to re-establish its brand, launching ‘First Steps’ - the retailer’s first large-scale ad campaign in more than a decade.

The campaign arrives in the wake of the news that Mothercare is to close 50 of its 137 stores by June 2019, which will potentially amount to a total of 900 job losses.

Placing customers and parents ‘at the heart’ of the campaign, the premise of the campaign is the understanding that every time a baby is born, so is a parent.

'First Steps' - the retailer's first step back into major advertising after ten years - is a series of creative executions that each demonstrate how every milestone of a child’s development, is also a milestone for the parent.

From the first tears at birth to the first trip to the nursery to the moment they become a big brother or sister, the campaign seeks to resonate with parents by illustrating the wonderful moments every parent experiences with their child.

The campaign will run across press, outdoor, social and online.


Executive Creative Director: Angus Macadam

Creative Directors: Simon Lotze and Migual Nunes

Creative Team: Laura McGovern and Sarah Watson

Business Director: Rachael Ford

Head of Strategy: Chris Mckibbin

Strategy Director: Chris Turner

Agency Producers: Jessie Hutter & Elaine Coyle

Photography: Alex Cretey Systermans and sourced shots

Production: Lou Lou Productions

Retouch: Smoke and Mirrors Media Planning: Brandi Stevens, Initiative Media