This is a paper about how strategy can make a difference.
How it took Mothercare, a brand staring into the abyss, and gave them a new positive outlook. It gave them a reason to exist and a credible point of view that enabled them to smash taboos and push culture forward.
It demonstrates that strategic thinking inspired every aspect of the process - from briefs that inspired powerful creative ideas to defining a new executional approach, and even impacted on internal culture at Mothercare.
Most importantly, it is a story of how we made a real difference to mothers across the world - turning the body shame that many mothers feel post-birth into body pride.
Brutal times for Mothercare
Mothercare is in deep trouble.
Once the go-to one-stop-shop for everything a parent needs, now facing disaster.