Shop Direct, the online and home shopping retailer that owns Littlewoods and Kays, has appointed Cheshire agency Origin to create a campaign for its customer loyalty scheme.

Origin, appointed after a competitive pitch held in August, is currently undertaking market research before starting on a campaign. Its work, due to launch in January, will promote Shop Direct's Rewards scheme.

Creative director Matt Casey said: "It's great to be working with a company who have transformed themselves in a few short years to become a shining example of successful reinvention.  They've transformed established household names in mail-order into outstanding online brands.  

"Their loyalty offer is quite outstanding in the market and we're delighted to be working to better communicate that key difference to their customers."