Duckworth Finn nets £3m Mothercare dot-com launch

Duckworth Finn Grubb Waters has been appointed to handle the advertising for the launch of Mothercare’s online retail site, said to be worth &£3m.

The site, Mothercare.com, is already up and running, but a full scale launch will take place in September supported by a press and poster campaign. Walker Media (?) will handle the media buying for the campaign.

Mothercare.com offers e-commerce, chat rooms, a gift ordering service and information including advice on planning meals and parties. It is designed to focus on parents with young children from preconception to pre-school.

Mothercare Direct director Patty Dimond says: “We have briefed them to deliver a campaign that will cut through the clutter of other dot-com advertising. We want to be seen to be different and casting the net wider than just mother and baby.”

Duckworth Finn account director Mills Willis says: “Mothercare is the UK’s leading mother and childcare retailer, which has a huge heritage in assisting parents in the ups and downs of daily family life. Launching the brand online is a natural fit to Mothercare’s core existence. Mothercare.com can offer the ultimate parenting resource.”

Duckworth Finn is also incumbent for the offline business, which it picked up in January last year without a pitch. It was the brand’s first agency appointment since 1996.

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