Principles Agency Simply Be JD William

Principles reappointed by JD Williams after pitch


By The Drum Team, Editorial

July 4, 2008 | 2 min read

Principles Agency has won a three-way pitch to create the new TV campaigns for JD Williams' Simply Be and Fifty Plus campaigns.

Natalie Grogan, marketing recruitment manager at JD Williams, said: “We have awarded the creative and TV production to Principles Agency due to their in-depth understanding of our fashion brands and their respective markets. We needed to appoint a reputable agency with the ability to produce high impact DRTV campaigns that would engage our target markets. We have the confidence in Principles Agency helping us to achieve our objectives of encouraging brand loyalty and recruiting new customers.”

The ‘Simply Be’ campaign will promote the autumn/winter collection, which exclusively features Gok Wan’s shape-enhancing lingerie range from the ‘Simply Yours’ brand. It will focus on the key message of women taking care of their outer style whilst enhancing the inner confidence through the How to Look Good Naked presenter’s collection. The 30-second UK ad will be adapted for the Irish market and be aired from mid-August.

The Fifty Plus ad campaign will feature a new style icon, promoting the brand’s "feel good, fun loving, youthful characteristics". The 30-second advert will air from mid-July.

Helen North (pictured), account director at Principles Agency, said: “We have worked with JD Williams for a number of years, during which time we have built a very strong understanding of their brands, in particular Simply Be and Fifty Plus."

Principles Agency Simply Be JD William

More from Principles Agency

View all


Industry insights

View all
Add your own content +