Propaganda has been appointed by Ann Summers to see how the brand can grow both on the high street and online.

Jacqueline Gold

Jacqueline Gold

The Leeds-based agency will be uncovering “brand truths,” industry trends and helping the firm broaden its appeal to existing customer and new markets.

“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,” explained Propaganda planning director, Julian Horberry.

The retailer, which was established in 1970,  has 140 UK stores as well as a strong online customer base and party planning business. It now turns over more than £150m.

“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,” added Jacqueline Gold, chief executive of Ann Summers.

“For over 30 years we’ve been at the forefront of the pleasure industry. In that time, attitudes to sex have changed, and the retail landscape has been reinvented. Throughout it all, we’ve steadfastly empowered women from all backgrounds, to feel confident about themselves. We’ve been inspired by our customers throughout that time, and we’ve allowed them to unleash their sexual confidence.”