Ann Summers picks shop to whip up social media frenzy

Ann Summers has appointed the agency Our Own Brand to handle its global social media account, as the fight to shake off what CEO Maria Hollins called its “vanilla branding” continues at pace.

Founded in 2018 by brand and marketing specialist Sarah Fulford-Williams and her designer/developer husband Rich, OOB already works for TikTok, Sonos, O’Neill, CAT, Indomie UK and Knickerbox.

The agency has scooped the Ann Summers business following a competitive pitch process and has been tasked with leading end-to-end social media delivery, including strategy, content creation, and influencer and cultural campaigns.

The agency will also aim to refresh the brand’s voice on social media, achieve double-digit engagement growth, and attract a younger audience without alienating the retailer’s loyal customer base.

The first work is due to be launched next month.

The appointment comes just weeks after the lingerie and sex toy retailer appointed Joan London to handle it advertising and marketing brief.

The company’s revenues come from both high street and online sales, and it operates a loyalty club, Fann Summers, offering members the opportunity to earn “carrots” that can be exchanged for rewards, which range from early access to sales, VIP gigs, and entry to exclusive events.

However, CEO Hollins has admitted that there is work to be done to spice up its fortunes, after losses widened due to the cost-of-living crisis, rising inflation, and Google’s safe search restrictions.