New Look has awarded a digital brief to Wednesday, a creative agency within the Saturday Group portfolio, following a competitive pitch.
The Drum understands the pitch was for a short-term process brief to create a future-facing digital roadmap for the high-street fashion retailer.
Wednesday is part of the Saturday Group, a fashion marketing firm with 12 subsidiaries in total.
Mother, which has handled above-the-line work for New Look in the past, owns one third of the Saturday Group.
Both agencies are based in the Biscuit Building in Shoreditch.
No intermediary was involved in the pitch process.
In its recent earnings report, New Look revealed that despite visits to its website rising to 2.7m per week, up from 2.5m in 2013, sales from NewLook.com fell by one per cent year-on-year - from 43.2 per cent in 2013 to 42.3 per cent in 2014.
Meanwhile, third party e-commerce sales soared to £22m, up from £1.6m in 2013.
At the time, CEO Anders Kristiansen said it would continue to invest in identified growth areas such as e-commerce and international expansion.
Neither New Look nor Wednesday were available to comment at the time of writing.