Pretty Polly is looking for its first marketing director as it fights to
relaunch the hosiery brand and recapture its market.
Managing director Brian Duffy, the former manager of Playtex, is to hand
over marketing responsibility for the brand, creating the new position
to oversee the brand’s relaunch this autumn.
The new marketing director will oversee an above- and below-the-line
marketing campaign, and shake up distribution. A Pretty Polly
spokeswoman said the firm was losing loyalty among stockists in retail
outlets and that it wanted to recapture share.
‘We need to reclaim and rekindle our older relationships with the
grocery and independent retail chains if we are to take back the number
one slot,’ she said.
Since his arrival in February, Duffy has already dropped ad agency
Ammirati Puris Lintas to bring in TBWA, the agency he worked with at
Pretty Polly’s sister company, Playtex.
TBWA has been asked to develop a pounds 3m ad campaign for the brand and
give the range a raunchier look, with the same impact as the Wonderbra
Pretty Polly is the second hosiery brand to undergo a turnaround.
Wolford has just hired photographer Helmut Newton to shoot a series of
photographs with a fetishistic theme.