Pretty Polly picks BMB to spearhead 4m overhaul

The hosiery brand Pretty Polly has appointed Beattie McGuinness Bungay (BMB) to handle its advertising business. The appointment is part of a £4m overhaul of the brand.

The agency is understood to have pitched against Hurrell and Dawson, and Isobel to win the business. The pitch was overseen by Courtaulds Legwear Brands commercial director, Sue Clague.

The appointment will re-unite the brand to BMB co-founder Trevor Beattie, who has worked with the Pretty Polly before. In 1996, he created a 64-sheet vertical poster, which saw each billboard turned on its end to accommodate a 35-foot-high pair of legs.

Clague says that the brand still has “huge awareness and affection” and is the brand leader though the hosiery market has been in decline.

Clague adds that she wants to take a new approach to marketing and has briefed the agency to develop a brand campaign that will position Pretty Polly as the leg expert. The brand is also expected to develop into new categories as part of the new positioning.

The agency will be the “brand custodian” but will be expected to work alongside other agencies, says Clague. Pretty Polly works with PR agency Exposure, which has led its marketing work over the last three years, while its media planning and buying is still under review.

The new investment in the brand follows its acquisition by PD Enterprise, a Hong Kong clothing producer, in May last year. It was previously owned by Chicago-based Sara Lee.

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