The Drum Awards Festival - Digital Industries

-d -h -min -sec


By The Drum Team | Editorial

October 2, 2012 | 2 min read

Online department store, isme, has continued its partnership with brand ambassador, Lynda Bellingham, for its Autumn/Winter 2012 campaign.

isme has opted for a multimedia campaign to support the brands 62 per cent year-on-year sales growth with its TV advert, directed by Paul Weiland, featuring Bellingham in a variety of outfits and range of scenarios designed to appeal to the brands target market of modern 50+ women.

The retailer has invested £3.7 million in the campaign, which was developed in conjunction with isme’s retained creative agency, Contagious Content.

The traditional media and tactical digital campaigns were booked by Carat and myThings respectively. Advertisements are now set to run across TV, print and digital throughout October, before changing to a more festive treatment from Thursday 1 November.

Head of marketing for isme, Dan Rubel, commented: “Our customers are tired of being spoken to as if they were caricature grandmothers or 30-year olds. They want to shop with a brand that understands them and that appreciates the many different hats they wear on a daily basis.

“In particular, they want fashion that is cut specifically to suit their changing body shapes and that is exactly what our Autumn/Winter ads show them – that isme can deliver everything they need for the women they are now in one place.”

Isme Public Relations Retail

Content created with:


At Contagious we're passionate about design, but we're equally passionate about results. That's why we work with our clients to define, create and implement the most effective design solutions. Our designs are based on great ideas. Ideas that build brands and inspire customers...

Find out more

Carat UK & Rubber Republic

Welcome to Carat, the world's leading independent media planning & buying specialist and the market-leader in digital and non-traditional media solutions.

Find out more

More from Isme

View all