ELC starts ad agency hunt for 2m task

Early Learning Centre is seeking an agency to handle its £2m advertising business.

It is thought there is only one agency involved at this stage. The retailer appoints agencies on a project basis.

Its last press campaign, which was launched last October, was handled by United, before WPP closed its London office early this year.

The campaign used the idea that the toys children play with can direct them to certain careers later in life. One execution showed a girl playing with a Bluebell Boot and thinking of a shoe design. It had the strapline "Give her the Bluebell Boot and who knows what she’ll grow up to be?"

Recently there has been mounting speculation that Early Learning Centre (ELC) is a takeover target, after Mothercare reportedly offered £85m for Chelsea Stores, the owner of ELC.