St Luke's Wins Mothercare Account
This total brand overhaul led to the creation of the new Mothercare proposition ‘welcome to the club’
St Luke’s is delighted to announce it has been awarded the ATL Mothercare account without a pitch. Over the last 2 years, St Luke’s Consultancy - the brand strategy arm of the agency – has been working with Mothercare to develop a brand proposition to help turn the business around.
This total brand overhaul led to the creation of the new Mothercare proposition: ‘welcome to the club’, which launched at the end of last year, and has been rolled out globally across all touch points including online, stores, staff training and all literature.
Work will begin immediately on the new ATL campaign which will feature UGC content relating to the brand proposition ‘welcome to the club’. Ads will appear on TV and digital and will be supported by a full marketing plan including; email, social and in-store POS.
Jemma Banks, Director of Marketing at Mothercare commented “we’re incredibly excited to be working with St Luke’s and to be launching our brand proposition ‘welcome to the club’ ATL. We’re looking to capture the emotional, funny, touching and sometimes challenging moments of parenting, and I can’t wait to see how this is brought to life across TV and digital.”
Neil Henderson, CEO at St Luke’s, said: “This is a perfect example of a business carefully building its brand from the inside out; we are delighted to be taking the new Mothercare proposition to a new generation of mums and dads.”