The first task was to change the look and feel of all the catalogues, the main media Farmers used at the time. I introduced real fashionability into the apparel and style into the homewares and furniture/living categories.
Also introduced concepts to client to fight in the difficult and crowded Basics and Electronics/Browngoods markets. These were particularly successful as they were largely supplier-funded promotions, allowing the company to regain profitability whilst remaining competitive.
Introduced the quarterly 'Lifestyle Book campaign', A4, better quality stock, over 60 pages - something to keep and plan with. This stretched the effective impact of a catalogue from 2 weeks to 3 months!
Finally changed the production values of the tv commercials, taking them up-market in quality and fashionability, but not price.