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