Bates Dorland has created a new poster campaign for Allders, which launches a repositioning push for the department store. The posters break nationally next week. It is the first time Allders has run a generic campaign focusing on brand image rather than products. Bates Dorland chief executive John Stubbings says: ‘The posters begin the repositioning work of developing a strong, fashion brand. The campaign will be followed through with more advertising work next year.’


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