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

Become a member of Campaign from just £46 a quarter

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.co.uk plus get exclusive discounts to Campaign events

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 Is John Lewis losing its retailing crown?

Following a series of news stories highlighting issues such as job cuts and payments below the minimum wage, is the shine coming off John Lewis? Or is this simply a readjustment process that any major retailer might have to endure to emerge stronger?

Making media fun again: why we must free our industry from outdated models
Shares0
Share

1 Making media fun again: why we must free our industry from outdated models

The industry needs an audience-first media revolution that balances brand and outcomes, writes Mindshare's global chief executive.