Created by Odd in 2005, the campaign was the retailer's first brand-focused activity. It was overseen by New Look's former marketing director, Hash Ladha.
The work, which included TV and experiential activity, was intended to bolster awareness of New Look's retail presence to compete with rivals such as Topshop and H&M.
The retailer has not rolled out any further brand activity in the past six months. It now plans to focus on product advertising around celebrity lines, including an upcoming tie with singer Lily Allen.
It is understood that the majority of the product advertising will be created in-house, although New Look will continue to work with Odd on a project basis.
The 'new now' strap-line, which was developed to support New Look's first fast-fashion range, became an overarching strapline for the brand, but will now be restricted to adorning the store's carrier bags.
New Look's head of fashion communications, Sarah Walter, confirmed that the retailer was reviewing its ongoing marketing strategy, but would not comment further.
One of the most recent tranches of New Look advertising to use 'The new now' line was its 'All about you' campaign, which ran last May. The work showed models engaging in spontaneous activities.
Despite difficult trading conditions on the high street, New Look had a relatively successful Christmas, posting a 3.2% rise in sales for the 14 weeks to 30 December.
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