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,, 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. 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. 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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