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Article: PRETTY POLLY: This brand's got legs.(Pretty Polly Ltd. contracts with Beattie McGuinness Bungay)
- Article from:
- Marketing Week
- Article date:
- June 28, 2007
- Author:
CopyrightCOPYRIGHT 2007 Centaur Communications Limited. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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Pretty Polly has suffered from a shrinking market, stiff competition and an image that's not as sexy as it used to be. Louise Jack asks how the hosiery firm plans to turn its fortunes around
Tanned, toned legs in sock-clad feet bursting from the top of a billboard are the first step in a new strategy to reinvigorate Pretty Polly (MW last week). This work is the first execution from recently appointed agency Beattie McGuinness Bungay (BMB), which won the #4m account in a pitch that included Hurrell & Dawson, Isobel and PR specialists Exposure.
The launch of Silver Fresh sports socks marks the initial stage in Pretty Polly's plans to expand its product ...