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isme's 'It's who you are now' advert

Client: Shop Direct Group

Agency: Addiction London

Addiction London has launched its first advertising campaign for isme, the new brand from Shop Direct Group. The campaign includes a 30” TV spot as well as sponsorship idents and print advertising.

The campaign began this week with sponsorship idents for Loose Women, followed by the TV ad, which runs from February 1 for six weeks across both terrestrial and digital channels. The tag line for the campaign is “It’s who you are now”.

Shop Direct Group has launched isme for the mature market and the new campaign aims to highlight the fact that women in this age group often have difficulty finding fashionable clothes that suit them and that fit them properly. Lynda Bellingham is the brand’s spokeswoman.

Gareth Jones, group retail director of Shop Direct Group, said: “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.”

Addiction London was appointed by Shop Direct in December 2010 after a competitive pitch against a number of other agencies.

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