Prego* bosses in the Pink after showing female side

To paraphrase Kool and his Gang – oh yes it’s ladies night and the feeling’s right on the Diary page this week.

Perhaps inspired by Saatchi & Saatchi’s research into girls’ nights out (see above), or possibly after a long liquid lunch, the guys at Leeds-based direct marketing agency Prego* came up with a drastic way to make an impression during a new business pitch recently, when they dressed as the fairer sex.

Managing director Steve Henry and account director Dave Green looked a right pair of romantic ladies, single babies and sophisticated mammas when they donned high heels, wigs and mini-skirts for a photo session to woo finance company Pink Cars, which specialises in insurance deals for women.

The pictures, one of which we reproduce here, were then used in ads featuring the strapline: “Just for girls”.

The Diary can imagine the merry banter in the office about how pitching for new business can be a real drag.

Henry said: “The thinking behind our creative ideas was that everyone, even Dave and I, would want to be female just so we could take up the offer. Hence the reason for the drag.”

The humiliation was worthwhile though, as Prego* was successful in winning the business.

The Leeds agency will now oversee the launch of pinkcars.com via the Web, direct mail and full-page colour ads later this year.

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