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
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
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
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
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
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,