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Hands-on creativity for the Early Learning Centre (ELC)

Striking new window display and POS materials to inspire parents to maximize indoor play time with their youngsters have been created for the Early Learning Centre (ELC) and rolled out this month across its nationwide shops, and concessions within Mothercare.

The ‘Create’ campaign to promote instructive play activity like painting and colouring was conceived by integrated agency Milton Bayer.

This was the first time ELC had used an external agency for the creative aspect of its marketing activity and was impressed by the concepts, which its in-house design studio then took to full production.

Strategic director of Milton Bayer, Ray Wellington, said the concepts had been very well received internally and the constituent nature of the POS material gave shop managers the freedom to create their own displays rather than have them prescribed.

Ray said ELC was one of a growing number of retailers consulting Milton Bayer on creative strategy and he was particularly pleased that ELC's 'first steps' in outsourcing its creative had drawn such positive response.

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