Elle McPherson's Intimates hires Rocket for UK launch

Rocket and New PHD have picked up the multi-million pound launch

for Elle McPherson's own lingerie label, Intimates, in the UK.

Intimates is one of the most popular lingerie brands in Australasia,

where it was launched 12 years ago. McPherson is poised to launch the

product across Europe, beginning with the UK.

Rocket will work on developing the brand and communication strategy for

the launch, with buying through its sister agency New PHD. Rocket will

also consult on the creative strategy, while the creative will be done


Mark Holden, Rocket's creative director, said: 'We are looking forward

to unlocking the active and motivating components of the brand in order

to drive share and redefine what has become such a homogenous


Holden added: 'We have a very sensitive job to do with this brand. We

have to build it quite slowly so that it has credibility.'

Intimates is set to launch in the UK this autumn. In Australia the brand

has captured a 20 per cent share of the lingerie market, while in New

Zealand it boasts a share of about 45 per cent.

Rocket also handles media for brands such as Harvey Nichols and


The agency picked up the film channel Universal Studios earlier this


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