THIS WEEK: Pretty Polly recruits for brand relaunch

Pretty Polly is looking for its first marketing director as it fights to relaunch the hosiery brand and recapture its market.

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

campaign.



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.



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