UPDATE: Deborah Bee has chosen fellow Omnicom agency, TBWA, days after firing adam & eve DDB. Bee worked with TBWA when she was creative marketing director at Harrods.

In her statement she said, “In my experience, TBWA\London have always delivered highly effective and creative work. With the agency’s new leadership team fostering a renewed sense of energy throughout the company, the idea of giving them an opportunity to work on the Harvey Nichols account became irresistible.”

The new leadership team is chief executive officer, Sara Tate; chief creative officer, Andy Jex; and chief strategy officer, Anna Vogt, who joined TBWA together in October.

Bee added, “Adam & Eve/DDB have created amazing, award-winning campaigns, but it’s time for a change. We are looking for an alternative to brand campaigns, for a more targeted approach.”

TBWA’s job will be to help Harvey Nichols regain lost momentum. The department store made a loss of £6.7 million before tax and after charitable donations of £2.7 million, in the financial year ending April 1 2017. In the previous financial year, it made a profit of £3 million after charitable donations of £1 million.

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More agency shake-ups. Last week, Moneysupermarket fired Mother. This week Harvey Nichols has fired adam & eve DDB after 17 years.

This has to make agencies feel uneasy. Mother’s Epic Strut series has become “legendary” and enormously popular advertising. And Harvey Nichols’ ads – well they’re the work so many agencies wish they’d done themselves.

That work has won six Grands Prix at Cannes Lions – four in 2014 for the Christmas campaign, Sorry, I spent it on myself, and two in 2016 for Shoplifters.

In tough times, great advertising doesn’t always make a difference – or enough of a difference. Harvey Nichols posted a £6.7m loss for the year, partly due to a costly refurbishment of its iconic Knightsbridge store. Moneysupermarket’s shares fell 25% in February after its earnings missed expectations.

Adam & Eve DDB was fired by new group marketing and creative director, Deborah Bee, only a little more than one week into her job.

DDB has held the account since 2001 and. adam & eve DDB has held it since 2012, when Omnicom merged DDB London with Adam & Eve.

In the agency’s statement, group chief executive James Murphy commented,”This is sudden news and it’s sad news. We wish Harvey Nichols all the best.”

Gary Freedman directs adam&eve/DDB’s latest searingly clever Harvey Nichols ad

adam&eve/DDB creates a triumph of mockery for Harvey Nichols