Shop Direct picks 3MC to resurrect Innovations brand

Innovations, the gadget retailer scrapped by Great Universal Stores, is relaunching with home- shopping brand Shop Direct.

3 Monkey Communications has been appointed by Shop Direct without a pitch to resurrect the brand.

‘Product placement in the national and business media will drive the campaign,’ said 3MC founder and managing director Angie Moxham.

Moxham reports to Shop Direct MD Linda Green and head of comms David Boardman.

The Innovations brand was founded in 1985 and boasted high street stores nationwide, selling gadgets such as motorised spider-catchers and table-top fridges.

It was bought by Argos and Homebase-owner GUS in 1997, and traded via mail order. The brand was sold to Shop Direct last May.

‘Innovations is a great British brand, and its catalogue was well read when it dropped out of newspapers and magazines. We are in the middle of the Christmas launch and planning long-lead campaigns. A viral marketing campaign is also planned,’ added Moxham, who has hired two account directors to cope with the added business.

3MC has also been hired by fashion designer Georgina Goodman to push a ready-to-wear collection.

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