Mother – Debenhams

Debenhams has selected Mother as its lead strategic, creative and design agency, with a remit to develop its brand identity and express its new strategy dubbed “Debenhams Redesigned.” The department store announced its split with J. Walter Thompson, the creative incumbent of eight years, in September. It held pitching rounds with Karmarama, Portas, Mcgarrybowen and Mother after announcing its plan to review its agency with the help of AAR in July. The indie shop will be tasked with developing the new strategy, which aims to position the brand