Campaign details
Brand: MothercareClient: MothercareAgency: mcgarrybowen
Summary
This is a paper about how strategy can make a difference.
How it took Mothercare, a brand staring into the abyss, and gave them a new positive outlook. It gave them a reason to exist and a credible point of view that enabled them to smash taboos and push culture forward.
It demonstrates that strategic thinking inspired every aspect of the process - from briefs that inspired powerful creative ideas to defining a new executional approach, and even impacted on internal culture at Mothercare.
Most importantly, it is...