The appointment follows Shine’s successful execution of Littlewoods.com’s Summer of Football campaign and a two-way pitch last month.
The multi-layered campaign, which includes experiential and traditional PR activity, will promote the overall sponsorship of the Pride of Britain Awards plus a newly created award for the Young Fundraiser of the Year.
Littlewoods.com is focusing the campaign around celebrating the things and people that make Britons most proud.
Richard Brett, director at Shine, said: ‘Shine is aiming to create a campaign with multiple touch points to help build an emotional connection between consumers and Littlewoods.com.’
Shine will be working on the project over the next four months in the lead up to Christmas, which is the busiest trading period for Littlewoods.com.