Ann Summers gets satisfaction from Propaganda

RETAILER Ann Summers has extended its contract with Leeds-based brand consultants Propaganda.　

The extended relationship, first initiated in 2013, 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.

Propaganda’s latest campaign work takes inspiration from the themes portrayed in the 50 Shades of Grey film but instead of the submissive female character portrayed on screen, it echoes Ann Summers’ defining message of female empowerment.

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.”