Childrenswear specialist Adams has handed its pounds 2.5m advertising
account to Bartle Bogle Hegarty in readiness for its first large-scale
marketing campaign in six years.
The Sears-owned retailer is near to completing the overhaul of its 320-
strong portfolio and is now ready to market its brand to customers.
The spring campaign will highlight the fact that Adams is the only
multiple retailer dedicated to childrenswear. It will also seek to bring
some fun to an area traditionally seen as functional.
Adams is also seeking to exploit declining levels of advertising
expenditure in the market place.
According to Mintel, the amount spent on advertising the sector fell
from pounds 733,000 in 1989 to pounds 108,000 in 1994, the last year on
record, to represent less than 1% of its pounds 2.5bn in sales.
Karen Calderwood, brands communications director, said: ‘Compared to
other brands that excite children, such as McDonald’s, there is little
branding in childrenswear, and we want to change that.’
Competitors such as Mothercare, Next and Gap all provide children’s
clothing but do little to market their brands nationally.
The win is BBH’s third from the Sears roster. Earlier this year it won
the Selfridges and Wallis accounts. BBH account director Steve Kershaw
said: ‘Our long-term aim is to make the product more desirable and to
attract an affluent consumer who is having fewer children later in
This article was first published on Marketing