LONDON — The Very Group, the UK's largest digital retailer and financial services provider, has appointed W Communications as the retained agency for flagship brand Very.co.uk after a competitive pitch.

W’s team has been briefed to support Very with communications strategy, content creation, talent and influencer campaigns and press office, to drive commercial results through earned media. The group also owns the Littlewoods brand.

The first piece of work went live this weekend, with singer Sophie Ellis-Bextor (pictured) hosting a live-streamed DJ set on TikTok as part of a multi-million pound media blitz that also included the launch of Very’s TV campaign #OurHouse2021 during prime time ITV show Ant & Dec's Saturday Night Takeaway.

W’s appointment comes as Very.co.uk – which has annual revenues of £1.5 billion – looks to expand consumer awareness beyond fashion, to beauty, sports, and technology.

Rachel Friend, CEO of W Communications, said: “Pitches as big as Very don't come around often, such is the ambition and growth trajectory of the brand. We are delighted to have won this account and look forward to partnering with Very.co.uk on this exciting journey."

The Very Group chief marketing officer Carly O’Brien added: “We’re so excited to be working with W Communications, who we feel really understand our ambition to cement our status as a household brand name and bring the drive and creative vision to help us achieve this”.

Other recent wins for W Communications include English wine brand Chapel Down. The agency recently announced a new office in New York and its expansion into Scotland.