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Addiction London launches campaign for Isme

Addiction London launches campaign for Isme

Addiction London is launching its first advertising campaign for isme, the new brand from Shop Direct Group. The campaign incorporates a 30” TV commercial as well as sponsorship idents and print advertising.

The campaign begins this week with sponsorship idents for Loose Women and is followed up by the TV commercial, which runs from 1st of February for six weeks across both terrestrial and digital channels. Shop Direct Group is the UK’s largest home shopping company and is home to brands such as, and K&Co. Shop Direct Group’s new brand, isme, is aimed at the mature market and features actress Lynda Bellingham as brand spokeswoman.

The tag line for the campaign is “It’s who you are now” and highlights the fact that women in this age group often have difficulty finding fashionable clothes that suit them and that fit them properly.

Gareth Jones, Group Retail Director of Shop Direct Group said: “We are very excited about the launch of isme. The fashion conscious mature lady has been underserved by the high street and isme will provide great clothes that both fit and flatter her. The appointment of Lynda Bellingham as our brand ambassador together with the great creative ideas Addiction London have developed will really resonate with the isme customer.”

Paul Hamilton, Managing Director, Addiction London said: “Shop Direct is one of the country’s most successful retail groups and we are absolutely delighted to be working with them to launch this exciting new brand.” Addiction London was appointed by Shop Direct in December 2010 after a competitive pitch against a variety of other agencies. Ends

For further information: Paul Hamilton, MD Addiction London,

Steph Smith, PR Consultant, 07803 853006,

About Addiction London • Addiction London is a full service communications agency with a commitment to Connected Creativity from creative conception through to production.

• Current clients include: Remington, Chupa Chups, Krispy Kreme, Coty and TradePoint.

• Addiction London is part of the group of companies who make up Addiction Worldwide. Addiction Worldwide deliver brand communication strategies and advertising from conception through to final production.

Notes to editors: • Shop Direct Group is the UK’s largest online and home shopping retailer with sales of circa £1.7 billion

• The Group has 5m active customers across the business • Shop Direct employs around 9000 people • Brands include Littlewoods,, isme,, Littlewoods Ireland, Littlewoods Europe, Additions, Choice and K&Co • We are the largest full price branded clothing and footwear retailer in the UK • We are the 2nd largest online clothing retailer in the UK • We are the 3rd largest bed and mattress retailer in the UK • We are the 4th largest sportswear retailer in the UK • We are the 5th largest electrical retailer in the UK • Shop online at, and

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