Ann Summers Dark Desires campaign
Clare Burnett

Member Article

Leeds brand agency Propaganda satisfies Ann Summers (again) with ‘50 Shades’ effect

Leeds brand consultants Propaganda have been retained by Ann Summers after satisfying them with ‘highly successful’ campaigns which have helped the lingerie firm to regain market share.

Propaganda was initially enlisted in Autumn 2013, and is now set to continue and build on the foundations laid over the past 18 months, which saw a 10% increase in like-for-like sales over Christmas.

This latest contract extension will ensure that the work to increase brand awareness around Ann Summers continues in an integrated and strategic way.

Propaganda planning director, Julian Horberry said: “Ann Summers is an iconic name in British retail and we’ve been working hard to ensure they retain their rightful position at the forefront of their sector.

“Alongside the board, we’ve introduced steps to ensure the business is in a good position in the modern retail landscape, through a mix of strong business strategy and engaging creative that identifies with their audience.

“We’ll look to accelerate this work over the next year, with more bold tactics, backed up by our strategic market insight.”

Vanessa Gold, managing director of Ann Summers said: “During the time we’ve worked with Propaganda, we’ve been continually impressed by their comprehensive brand planning and fantastic creative flair.

“The decision to extend this working relationship was one that came easily to us. We look forward to building on this successful partnership as we continue to develop the Ann Summers brand.”

Ann Summers has over 140 UK stores, a strong online retail presence and a successful party planning business, has been working with Propaganda to develop new campaigns and promote new product lines.

This was posted in Bdaily's Members' News section by Clare Burnett .

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