Idol was an independent brand and an exclusive collaboration to high street giant New Look which launched AW 2009. After creating the business opportunity, MHc developed and managed the brand’s contact strategy across all channels to drive awareness and conversion. The strategy was to position Idol as the number one celebrity brand on the high street and A-list stars such as Beyonce, Lindsay Lohan, Black Eyes Peas singer Fergie and Madonna’s daughter Lourdes were all pictured in the press wearing pieces. The Idol brand generated a sales value of 4.8 million during its first 18 month period.