Department store giant Debenhams is to embark on a nationwide advertising campaign, in a bid to promote its Designers At Debenhams ranges, Agency Miles Calcraft Briginshaw Duffy is to look after the account, which is reported to cost £16.5m. The London-based firm replaces WCRS, which had held the account for five year.

Debenhams head of marketing Alison Jones told Drapers: We have always featured Designers At Debenhams heavily in our advertising, but will try to raise its profile even higher and make sure people understand it is a high-quality designer range but at accessible prices.”

Debenhams wants to double sales from the Designers At ranges, which include names such as Julien Macdonald, Matthew Williamson and John Richmond to more than £400m in the next 18 months. Earlier this year Debenhams launched ‘styling the nation’ as a promotional hook – which it is set to retain using a more integrated approach to its marketing activities.

In the past, the company’s promotional advertising for its Sales and mega days has not been in the same dynamic as its product campaigns, which are more upmarket and more aspirational. Furthermore, the company is contemplating running a model search to find a ‘face’ to start in its campaigns. The first television and press ads created by the new agency will be launched in March next year.

Click Here: Tienda Club De Cuervos