Debenhams Direct, the catalogue joint venture between Debenhams and Freemans which is launching next year, has appointed WCRS to create an integrated campaign.
Tequila Payne Stracey and Ogilvy One were also shortlisted for the account. Evans Hunt Scott was involved in the pitch at an earlier stage but pulled out because of a conflict of interest.
The win adds to WCRS’ work for Debenhams. The agency recently retained the ad business following a review in which it fought off TBWA GGT Simons Palmer (MW June 17).
Debenhams Direct will combine Debenhams’ national and international brands with the Freemans brands. They include Betty Jackson, Wallis, Warehouse and Morgan brands, as well as sportswear, electrical goods and an expanded homewares range.
The range will be sold through a 600-page catalogue which will be updated every six months.
WCRS was originally handed Debenhams’ &£9.5m ad account 18 months ago with a brief to build the brand following its demerger from the Burton Group (now Arcadia).
It then appointed Tequila Payne Stracey to handle direct marketing for its services account. This includes the Debenhams account card which regular customers use to buy goods in store.