Sloggi picks MullenLowe for global integrated account

Sloggi, the underwear and lingerie company owned by Triumph Group, has appointed MullenLowe Group as its integrated global agency of record ahead of a campaign to relaunch the brand.

Sloggi: from 2016 menswear campaign
Sloggi: from 2016 menswear campaign

The IPG agency will run the integrated advertising, media and digital account out of its London office, with regional support in Germany, France, Hong Kong and Japan.

MullenLowe won the account after a competitive pitch and there is no incumbent on the business.

A fully integrated team will be created for Sloggi comprised of staff from MullenLowe, MullenLowe Open, MullenLowe MediaHub and MullenLowe Profero.

The first work will break later this year for the launch of a new bra range.

The brand's marketing has been quiet in recent years compared to the early 00s, when it hired Olympic champion sprinter Linford Christie to be its brand ambassador and was rapped by the Advertising Standards Authority for placing an outdoor ad featuring bare bottoms near a mosque. 

Tom Jacobs, head of marketing strategy at Sloggi said the brand’s aim is to elevate it to the world’s most revered everyday comfort brand. 

He said: "[MullenLowe] clearly had a deep understanding of our target consumer and how our brand can become more meaningful to her.

"Strategically, they were able to bring cohesiveness to seemingly diverse elements of the communications programme. We look forward to a great partnership."

Topics

Subscribe to Campaign from just £57 per quarter

Includes the weekly magazine and quarterly Campaign IQ, plus unrestricted online access.

SUBSCRIBE

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now
Share

1 Vodafone, Sky and HSBC join retreat from Google

Several more major brands, including Vodafone, Sky, and a trio of the UK's leading banks, have added their names to the list of those considering suspending their advertising on Google.

Why Cosabella replaced its agency with AI and will never go back to humans
Shares0
Share

1 Why Cosabella replaced its agency with AI and will never go back to humans

In October, lingerie retailer Cosabella replaced its digital agency with an AI platform named "Albert". Since then it has more than tripled its ROI and increased its customer base by 30%.

Just published

More