Mother will be reflecting that there is some justice in the world as it’s been appointed to handle leading department store Debenhams, less than a year after it lost its signature Boots account to Ogilvy in a WPP-inspired global deal. Debenhams has 250 stores around the world.
Mother also came within a whisker of winning Sainsbury’s late last year. Sainsbury’s decided on Wieden+Kennedy.
The business moves from JWT which, as so often with these things, produced probably its best work for Debenhams with this year’s Christmas campaign (below).
Debenhams CEO Sergio Bucher says the company intends to become a destination for “Social Shopping” as well as making “shopping confidence boosting, sociable and fun.” Which sounds right up Mother’s street.
Debenhams MD of beauty and marketing Richard Cristofoli says: said: “Throughout the pitch process, Mother consistently demonstrated that they understand us, our customer and our brand, as well as the challenges in hand and could bring their creative thinking in a way which would make a difference. We are excited to work with them as we move forward with our Debenhams Redesigned strategy in 2018.”
Mother partner Katie Mackay says: “Debenhams is a giant of the high street. We’ve been impressed with their clarity of vision, which we’ll now get to showcase within a modern brand.”