Adams appoints Digby&Co to £1m in-store account

Adams Kids, the children’s clothing retailer, has handed a &£1m marketing task to start-up agency Digby&Co.

The retail-focused agency, founded by Jenny Digby, a former business director at defunct Abbott Mead Vickers-owned Minerva, is to handle local and in-store campaigns for the chain.

Adams Kids was rebranded from Adams last year, and the new name will be central to the marketing strategy, which is to include direct marketing to the customer database and local advertising, potentially including press ads.

It is three years since Adams last used an agency, when Rees Bradley Hepburn handled its marketing. Prior to that, Bartle Bogle Hegarty was retained until 1997.

The company is also considering appointing a media agency.

Digby, whose agency has also won work from Douwe Egberts Senseo and Halfords Bike Hut, says: “We will focus on the fact that every shop window is like a 48-sheet poster. We will look at clusters to determine the most appropriate way of targeting consumers.”

Adams Kids head of marketing Sue Ault adds: “The agency showed complete affinity with our brand.”

A promotion supporting the Walk to School initiative is also taking place this week. Adams is offering free reflective badges to anyone who spends more than &£20 in store.