Creative Business on the Move Mothercare

Business on the Move: Mothercare, Macy’s, Sanofi and more


By Jessica Goodfellow | Media Reporter

August 25, 2017 | 5 min read

Welcome to The Drum's Business on the Move section, where we collate agency account wins, reviews, agency launches, rebrands and acquisitions.

Mothercare has awarded St Luke’s its above-the-line advertising account

Mothercare has awarded St Luke’s its above-the-line advertising account

Account wins

Mothercare has awarded St Luke’s its above-the-line (ATL) advertising account without a pitch, ending its relationship with Havas, which previously held the integrated advertising account.

St Luke’s Consultancy - the brand strategy arm of the agency – has been working with Mothercare over the last two years to develop the brand proposition ‘welcome to the club’, aimed at turning the business around after it hit a low in 2014.

Work will begin immediately on the new ATL campaign which will feature UGC content relating to the new brand proposition. Ads will appear on TV and digital and will be supported by a full marketing plan including; email, social and in-store POS.

Macy's has chosen BBDO New York as its creative agency of record, following a closed review among a select group of agencies.

BBDO New York will begin work immediately helping the brand execute its ‘Familiar to Favorite’ strategy centered on building Macy’s brand love, fashion authority, loyalty and value, as part of the next evolution of its marketing approach.

Sanofi, the French multinational pharmaceutical company, has added WPP to its roster of creative agency partners, joining Publicis and Havas, as well as naming a number of media partners.

After conducting a thorough creative and media agency review process over the last few months, the pharmaceutical company has decided to continue its relationship with Publicis and Havas, while adding the WPP group to its creative agency roster. WPP previously supported the consumer healthcare business of Boehringer Ingelheim that Sanofi took over this year.

Meanwhile GroupM/Mindshare have been appointed as the new global media agency partner (excluding USA and Japan), covering more than 60 countries worldwide. In the US, Havas has been appointed as media agency partner for the Rx business and the strategic media planning partner for the consumer healthcare (CHC) business. KWG will remain the media buying agency partner for CHC. In Japan, Hakuhodo has been appointed as media agency partner for SSP Co., Ltd., CHC’s business in Japan.

Kwik Fit has appointed Cogent as its lead strategic and creative partner for through the line communications following a pitch involving four other agencies.

The move marks an intention by Kwik Fit to increase consideration and drive commercial growth of Kwik Fit and their other key retail brands. Cogent is developing a new integrated campaign to be rolled out nationwide this autumn, which will see the brand run with the concept presented at pitch.

Tea maker Heath & Heather, part of the Typhoo Tea Limited portfolio, has appointed HeyHuman as its lead creative agency following a competitive pitch.

HeyHuman has developed an overarching brand idea that will inform content creation, experiential activity, OOH and social media initiatives. Activity will kick off in the second half of this year.

Beauty vlogger My Pale Skin (Em Ford) has appointed Charnley Communications to grow her brand and reach new audiences.

Charnley Communications will work on a retained basis with the vlogger, managing her personal publicity and overseeing campaigns to increase her presence within UK media.

TOG24 has appointed Gung Ho to lead on its print and digital PR & influencer communications strategy throughout the UK ahead of its forthcoming brand re-launch. Gung Ho will also be curating and implementing the brands’ social channels.

Boxfresh, the men’s footwear brand, is working with Rakuten Marketing Display, the display advertising arm of digital marketing company Rakuten Marketing to re-establish its brand in UK and German markets and drive repeat business among online customers.

Creative Business on the Move Mothercare

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