HHCL wins New Look account

HHCL & Partners is understood to have won the account for high street fashion retailer New Look after a three-way pitch.

New Look is believed to have taken on the agency in a consulting role initially, but the appointment is likely to lead to a range of work later this year, and may include above-the-line creative for the first time.

HHCL pitched against M&C Saatchi and The Edge, both of whom have worked with the chain before.

The last advertising run by the fashion retailer was a press campaign in July 1999, created by Bates.

The fashion chain announced last year that it was looking for a recovery in sales performance after a poor spring and summer season. The chain placed some of the blame on last year’s petrol crisis for the reduction in sales.

New Look has also looked at its property development. It has 509 stores and is reported to be considering moving away from prime locations to concentrate on a larger store format.

The retailer launched a mail order catalogue for larger sizes, featuring the chain’s Inspire range, in August last year in a bid to increase sales. The launch was followed by a lifestyle and homeware issue in October.