Love World takes on MindShare to lift brand image

"They want to develop a different plan and they have tasked us to think about it," said MindShare Taiwan CEO Andreas Vogiatzakis. Love World, which stocks its own product range, is seeking to promote its offer over rivals such as Lesenphants and teen store Chickabiddy, which carry various imported brands such as Nuk, Peter Rabbit, Mothercare and Absorba. "The objective is to expand the market in Taiwan, to let the public know the quality of what they sell," Vogiatzakis said. Love World, which mainly sells food, clothes and toys for young mothers and pregnant women, is also looking at expanding its range of items for older children and teenagers. The store, which previously employed Media Palette on media duties, took on MindShare without a pitch after the agency approached the retail chain directly with an analysis it had conducted of the competitive situation in children's retail in Taiwan. The chain is expected to continue to concentrate its advertising efforts on TV, with some promotions running in newspapers. Vogiatzakis said he expected the retailer's media outlay to increase by two to three times over the next few years. Love World uses Dentsu and Euro RSCG on creative work.