MPG wins UK lingerie brief

Media Planning Group has won the UK media planning and buying account for underwear chain Agent Provocateur and has consolidated the European media account for search engine

Agent Provocateur currently spends the majority of its media on press advertising.

In 2001, the brand courted controversy with its infamous Kylie Minogue "bucking bronco" creative. It was deemed too raunchy for mainstream TV and was released as a cinema campaign. It went on to become one of the most successful viral marketing campaigns.

MPG already handles the media for fellow lingerie companies Gossard – which the agency won in 2004 – and Playtex.

MPG already handles the UK business for Ask Jeeves. The online directory has also put the creative business up for pitch, with TBWA defending as the incumbent.

According to Nielsen Media Research, Ask Jeeves spends £3m in the UK, mostly across TV, online and print.


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