'We need to get Adams clothes on that first-day-at-school photograph,' said GH consumer director Denise Doran. 'We'll emphasise the better quality of Adams clothing against supermarket ranges that tend to fall apart.'
GH will also forge links with the National Childbirth Trust and pre-school associations, as well as promote Adams' new range of Royal Ballet-branded clothing.
It replaced Euro RSCG Biss Lancaster after a four-way pitch. Biss Lancaster declined to repitch after a six-month project (PR Week, 29 April).
Adams retains Macclesfield-based Baxter Hulme for corporate comms, and Digby and Co for in-store comms.