Mothercare signs up McCann full-time in marketing rethink

Mothercare has appointed McCann-Erickson to handle its advertising.

The agency has already worked for the children’s retailer on a project basis and created its autumn and winter clothing and Christmas gift campaigns.

McCann’s appointment comes as the retailer prepares to open more of its larger-format Mothercare World stores, and is likely to signal a renewed emphasis by the company on advertising.

It also follows the appointment in July of former WH Smith marketing chief Andy King as Mothercare’s marketing director.

Two years ago Mothercare shifted its marketing activity to focus on relationship marketing rather than advertising, although it continued to place ads in parenting magazines.

The retailer has been without an agency since the end of last year when Duckworth Finn Grubb Waters resigned the account only four months after winning the &£3m Mothercare.com business.

The media account will remain with Walker Media.

There are 255 Mothercare stores in the UK, including 61 of the Mothercare World superstores.

Mothercare was part of Storehouse but became a company in its own right last July following the sale of Bhs. Since then it has concentrated on turning its business around by focusing on clothing for pre-school rather than older children and establishing a multi-channel business approach.