Direct news: EmpireDirect in Christmas push

EmpireDirect.co.uk, the electricals e-tailer, has signed up EHS Brann Leeds with a brief to increase traffic to its site.

The agency will develop creative work for a series of press ads and inserts, as well as a direct mail test.

EmpireDirect.co.uk is set to achieve annual turnover of £100m this year.

The activity will break in the run-up to Christmas and will be followed next year by a campaign that will take in outdoor, radio, TV and sponsorship.

EHS Brann Leeds will run a campaign that will take in work to refine Empire Direct's existing customer database and thereby improve the loyalty of existing customers.

It will work alongside two sister Euro RSCG companies: All Response Media, which handles media planning and buying, and PR agency Euro RSCG Biss Lancaster.

Empire Direct work was formerly handled in-house.

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