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Ann Summers extends Propaganda brand consultancy brief

Sex toy and lingerie firm Ann Summers has retained brand consultancy Propaganda - a partnership which has helped the retailer arrest a decline in footfall over the last 18 months.

The extended relationship, first established in Autumn 2013, will see Propaganda continue to shape the brand’s positioning as the "go-to pleasure retailer", while widening its target customers.

Vanessa Gold, managing director of Ann Summers, added: “During the time we’ve worked with Propaganda, we’ve been continually impressed by their comprehensive brand planning and fantastic creative flair.

“The decision to extend this working relationship was one that came easily to us. We look forward to building on this successful partnership as we continue to develop the Ann Summers brand.”

Propaganda planning director, Julian Horberry said: “Ann Summers is an iconic name in British retail and we’ve been working hard to ensure they retain their rightful position at the forefront of their sector.

“Alongside the board, we’ve introduced steps to ensure the business is in a good position in the modern retail landscape, through a mix of strong business strategy and engaging creative that identifies with their audience."

The agency's latest work for Ann Summers drew on the themes portrayed in the 50 Shades of Grey film, but instead of the submissive female character portrayed on screen, it promoted Ann Summers’ defining message of female empowerment.

The Dark Desires campaign is pinned around the promise of ‘fact, not fiction’ for Ann Summers customers, with creative work characterised by strong female figures taking control.

The partnership will continue on the back of Propaganda helping Ann Summers achieve a ten per cent rise in like-for-like sales over Christmas.

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