The Search Works, the digital performance marketing company and the UK’s largest search specialist, today announces that it has been retained by Debenhams to manage all elements of its search marketing.
In a competitive pitch against both search marketing specialists and generalist media agencies, The Search Works scooped Debenhams’ core search business, its Marketing brief and its personal finance account.
The Search Works, which previously managed the search lead generation for Debenhams’ online department store, began work on the extended brief in February, in time to support the Debenhams Spring Spectacular, one of the largest sales in the retail calendar.
Gavin Ailes, deputy managing director of The Search Works, says “Part of our remit is to support Debenhams’ calendar events. By working closely with all elements of marketing we’re able to map on to terms used in the company’s creative campaigns, time our work to coincide with offline ATL activity and really ramp up traffic at these key sales times.”
As well as continuing to manage Debenhams’ traditional sales-lead generation, The Search Works will also undertake the retail giant’s brand building brief. The Search Works has been tasked with increasing Debenhams’ presence on results for more generic search terms and aligning the brand with non-specific products and services.
David Worby, Head of Direct for Debenhams, says, “We appointed The Search Works because the team showed an exceptional understanding for the role of search, not only in driving sales but in brand building too. In the interest of consistent brand messaging, we explored the idea of working with one company for both online and offline campaigns but we felt that the specialist experience that The Search Works brings and its appreciation of search in the broader marketing context will be more effective for our business.”
The Debenhams business will be managed as two separate accounts by The Search Works; its dedicated retail team will handle brand building and driving direct sales for the department store while its finance team, led by group account director, Ross Duncan, will manage the personal finance division.
The Search Works and Debenhams are also in exploratory discussions about the role of search in driving offline sales.
For further information, please contact:
Tom Pearson / Andy Nankervis
+44 (0)20 7386 1554
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