Debenhams seeks star for campaign

Debenhams is understood to be looking at launching a national model competition to find a face to star in a television advertising campaign.

The retailer, which was bought by private equity consortium Baroness Retail for &£1.7bn last December, recently appointed Miles Calcraft Briginshaw Duffy to handle its &£16.5m advertising account. MCBD pitched with Amplified, the integrated communications agency set up by former Carlton Media Sales chief executive Martin Bowley, against Clemmow Hornby Inge, Delaney Lund Knox Warren and incumbent WCRS to win the business.

It is thought that regional heats will be conducted to help select a winning model. The new face of Debenhams is expected to wear clothes from the Designers at Debenhams range in the campaign. Big-name designers used by the retailer include Julien Macdonald, Gharani Strok and Matthew Williamson.

Miles Calcraft managing director Helen Calcraft says: “Our job is to create a tangible difference between Debenhams and its high street competitors by injecting it with serious fashion credentials, appetite, appeal and energy.”

This is becoming increasingly important as competition within the clothing sector is on the increase, fuelled by newcomers on the high street such as Zara and supermarket brands like George at Asda. General clothing retailers such as Bhs are also investing heavily in advertising.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here