Ann Summers appoints Propaganda to help discover brand truths and industry trends

Jacqueline Gold, chief executive of Ann Summers, said: “By working with Propaganda, we’re committed to developing our business, its reputation and messaging. Through this process, we’re looking to build on our many successes, and take the brand to the next level. As a company, we’re renowned for innovation, and this is one of the themes we’ll look to encourage moving forward.”

Propaganda planning director, Julian Horberry, added: “Ann Summers is a well established high equity brand. Being such a high profile name, in a traditionally narrow retail sector, everyone has an opinion or a preconception. We’ll be looking at how Ann Summers fits into a new digital landscape and how it can best leverage business growth in an increasingly competitive sector. We’ll be looking at a range of factors which will guide future strategy.

“The business has been dividing opinion and driving buying trends for many years, and so has a strong sense of pride in their heritage, and customer relationships. Our Discovery process will look at how we can build on company successes, and position Ann Summers as a dominant sector brand for the future, whilst retaining their unique edge.”

Propaganda will look at where Ann Summers fits in the market and will advise the brand on strategy going forward.