Mantra wins work for direct selling arm of John Lewis

Department store chain John Lewis has taken on Mantra PR to launch

its direct selling arm, John Lewis Direct.

Last week saw the launch of, as well as the chain's first

foray into catalogue shopping.

The agency was selected after representing website, which was

bought by the John Lewis Partnership last year. The launches represent a

drive by the company to position itself as the UK's leading direct

selling retailer.

The John Lewis Partnership retails from 24 stores across the UK, and

hopes to use the web presence to increase overall market share.

Mantra joint-founder Louise Ballard heads the account, reporting to

Helen Dickinson, head of press and PR at the retailer, and her colleague

Murray Hennessy, John Lewis Direct managing director.

A review of the account is expected to take place in February.

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