Debenhams reviews marketing approach as it launches new strategy

By

Sandra Halliday

Published
Jul 10, 2017

Debenhams’ transformation into a hub for ‘social shopping’ could see it taking a new approach to its advertising, according to ad industry insiders.

The company’s current ad agency is J Walter Thompson (JWT), which has been responsible for the Found It campaign it has been running for some time. But now the company is reviewing its requirements as it gets ready to enter a new phase.

The department stores giant is reported to be contacting agencies to get them to pitch for a widened marketing communications brief.

Ad industry magazine Campaign reported that JWT will be among those pitching for the enlarged business as the 175-store chain puts its new social shopping strategy, which it unveiled this spring, into action.

The new strategy, dubbed Debenhams Redesigned, aims to "make shopping confidence-building, sociable and fun” and was the result of a review ordered by CEO Segio Bucher, who arrived from his previous role at Amazon last October.

JWT has worked with the retailer since 2009. Its most recent high-profile campaign was the Christmas ad, which featured a number of celebrities acting ad voiceover artists as they took on the ‘persona’ individual items, such as a handbag, childrenswear, intimates, a coffee machine and a man bag. The celebrities included Jennifer Saunders, Ewan McGregor, Billie Piper, Bruno Tonioli and Mel Giedroyc.