NEWS: TBWA scoops Pretty Polly relaunch

TBWA has landed Pretty Polly’s full-service advertising account with a brief to ‘do a Wonderbra’ and inject a bit of sex into the hosiery brand.

TBWA has landed Pretty Polly’s full-service advertising account with a

brief to ‘do a Wonderbra’ and inject a bit of sex into the hosiery

brand.



TBWA’s appointment follows the arrival in March of Brian Duffy, the

former managing director of Playtex, as the new managing director of

Pretty Polly. While at Playtex, Duffy was responsible for the

appointment of TBWA as the Wonderbra agency. Together, Duffy and TBWA

created the award-winning ‘hello boys’ print ads starring the model, Eva

Herzigova.



Pretty Polly secretly split with its last agency, Ammirati Puris Lintas,

in March. Duffy said: ‘Lintas did good work on the brand and awareness

is at an all-time high. But I want to look at our whole advertising and

marketing strategy.’



He added: ‘This will be a different sort of campaign. There is no better

agency than TBWA. We will now be looking at another part of the female

anatomy together.’



Last year, Pretty Polly spent pounds 2.8 million on advertising,

according to the latest Register-MEAL figures.



Alasdair Ritchie, TBWA’s chief executive, said: ‘Brian is the best

client in the world. The hosiery market is boring and our game will be

to change the category and do some spectacular things that will grab the

headlines.’



TBWA’s challenge is to convince consumers to buy branded hosiery

products when high-street retailers such as Marks and Spencer and Boots

have their own comprehensive ranges.



S. P. Lintas, as APL was then known, won the pounds 4 million Pretty

Polly account in October 1994 after fighting off Collett Dickenson

Pearce and the incumbent, Saatchi and Saatchi.



Media planning and buying will be handled by TBWA’s media arm,

Eurospace.