JD Williams hires TBWA\Manchester as it targets older female consumers

lorrai JD Williams

Fashion retailer JD Williams has named TBWA\Manchester as its lead creative agency as it aims to attract an older female demographic.

The appointment will see TBWA\Manchester first create a campaign for the autumn with the aim of growing female-consumer sales among those aged 45-60.

Paul Ray, head of brand and advertising for JD Williams, explained that the appointment was made in an effort to grow the brand and “disrupt the industry”.

The agency’s chief executive, Fergus McCallum, said that it would aim to deliver "a platform that celebrates real women and the fantastic range of fashion that JD Williams has to offer them".

The company launched a review earlier this year having decided to part ways with Y&R after only a year.

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