New campaign – Ghd

Ghd, the haircare company, is launching a limited edition travel bag for its straighteners. The ceramic heating tool has become a must-have item for many women and is branded “a new religion for hair” by the company.

The bag and an accompanying ad campaign have been designed and created by incumbent agency BDH/ TBWA and will break in mid-May. The Manchester-based agency has developed ads for a national press campaign, support literature and point-of-sale material to be rolled out internationally to hair-salons.

The ads were shot by photographer Clive Arrowsmith and will feature day and night-time looks that can be created with products that can be stored in the bag.

The bag is inspired by this year’s summer catwalk collections and has been designed to accommodate the Ghd styler, cosmetic purse, thermodynamic products and heat resistant pouch. Robert Harwood-Matthews, the agency’s chief executive, says the campaign will show how easy it is to take Ghds wherever you go.

BDH/TBWA won the £10m Ghd account earlier this year after a final competitive pitch against Beattie McGuinness Bungay. The account was previously held by Leeds-based incumbent Propaganda before a review with eight agencies got underway in November last year.

BDH/TBWA now handles all Ghd’s brand communications, experiential marketing and TV and print ad campaigns. The account is one of the biggest wins since Harwood-Matthews moved to the top post from TBWA London where he headed up the PlayStation account. The agency was also recently appointed to the COI’s £5m Department of Works and Pensions account.

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here