MullenLowe creates dedicated group to service underwear brand Sloggi’s global account

Sloggi, the underwear brand that’s part of the Swiss-based Triumph Group, has appointed the MullenLowe Group as its global agency of record ahead of a marketing push to reaffirm its place in the bodywear category.


After a competitive pitch, the MullenLowe Group pulled together talent from across its group of agencies, including MullenLowe, MullenLowe Open, MullenLowe Mediahub and MullenLowe Profero to build a fully integrated team for Sloggi.

The global hub will be run out of the London office, with key regional support in Germany, France, Hong Kong and Japan.

Tom Jacobs, head of marketing strategy at Sloggi said: “Our aim is to elevate Sloggi to the world’s most revered everyday comfort brand. We selected MullenLowe Group for their strong integrated ideas, and their challenger thinking that resonated with our brand’s DNA and future direction. The agency clearly had a deep understanding of our target consumer and how our brand can become more meaningful to her.

“Strategically, they were able to bring cohesiveness to seemingly diverse elements of the communications programme. We look forward to a great partnership.”

Sloggi’s first integrated pan-European campaign will launch in March.

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