merle appointed to push up MJM marketing drive
MJM International, the creator of the Ultimo bra, has appointed merle to handle its advertising and marketing.
Ultimo, which has seen a successful return to retail in Debenhams, is extending its retail distribution in 2003. merle’s first work has been the design and production of Ultimo’s Spring/Summer brochure, which launched their new collection at the end of April. The brochure features leading model Penny Lancaster, with photography done on location in LA, where she lives with Rod Stewart.
merle chief executive John Morgan said of the win: “Ultimo is one of the most significant brands to emerge from Scotland in recent years.”
Co-owner and creator of Ultimo, Michelle Mone, said: “Our experience over the last two years has emphasised the importance of a strong brand. After a great year in Debenhams, we are back on track as one of the UK’s leading lingerie companies. merle has a great reputation for brand work and we want an agency partner capable of growing with us.”
No marketing budget has been quoted but managing director Mone commented: “Ultimo is a national brand with huge potential. We will invest what we have to, as we need to. The important thing is to make a start.”
Faulds was the last agency to work with MJM. However, the account has been dormant for a number of months.
merle initially pitched for the business in January of last year against The Leith Agency.