Propaganda bounces back with £3m cosmetic brand launch and hirings
Two of the original founders of ghd – Robert Powls and Gary Douglas – have joined forces with Propaganda executive chairman Julian Kynaston to launch a new brand into the cosmetics market.
Kynaston will replicate his former role at ghd, as strategic marketing director, while Propaganda will handle all marketing activity.
While the product is being kept tightly under wraps until its launch later this year, it is believed the brand will not compete directly with ghd.
Powls and Douglas launched ghd in 2001 alongside Martin Penny, but left its parent group Jemella last July following a £46million management buyout.
“I hope that the announcement of this new venture will answer many of the questions that have arisen as part of the recent speculation over ghd,” said Propaganda managing director Mike Phillipson.
“Resigning the ghd account was a significant decision for Propaganda, but the opportunity to replicate and exceed its success in another market was too attractive to pass up. ”
In February, Jemella appointed Manchester-based BDH\\TBWA to handle its seven-figure ghd business. When the account was officially handed over last month, Propaganda was forced to make more than eight redundancies across different areas of the business.
However, the agency has since announced the appointment of a new interactive director, Darren Navier, and joint creative director, Stuart Anderson.
Navier arrives direct from Emerging Channel at Play, the interactive marketing division of M&C Saatchi, while Anderson joins from The Union in Edinburgh. Navier will head up Propaganda’s interactive division, with Anderson working jointly with current creative director John Dean.
Propaganda has also launched a £3million campaign for UK bakery firm, Greggs, featuring Phoenix Nights star Paddy McGuinness.
The TV ads feature the new strapline ‘Greggs the Bakers – Ready When You Are’, and will also involve radio, sales promotion and PR activity.