Initial work due out this autumn will focus on Mothercare's new toddler range, with the rest of the year spent revamping existing customer communications through direct mail campaigns as well as developing a new set of performance criteria.
The direct marketing creative is being handled by St Luke's, which won the 拢3m Mothercare creative acount in February after a three-way pitch against Miles Calcraft Briginshaw Duffy and Rapier.
Mothercare, which owns 232 stores across the UK, recently revamped key stores and product lines. The group reported sales for the year up 3.5% from last year to 拢447m.
Paul O'Donnell, OgilvyOne chairman, said: "We are really looking forward to working with Mothercare, especially at this interesting time in the company's development.
"OgilyOne has a reputation for making a difference to our clients' business and I have no doubt that as an agency we will be part of Mothercare's success story."
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