MullenLowe Group Appointed by sloggi as Global Agency of Record

MullenLowe Group has been appointed Global Agency of Record by sloggi, part of Switzerland based Triumph Group, one of the world's leading underwear and lingerie companies. The appointment follows a competitive pitch and is effective immediately.

The win sees sloggi appoint their first global agency, part of their plan to re-ignite the brand as a champion of unrivalled comfort in the bodywear category.

MullenLowe Group has handpicked talent from across MullenLowe, MullenLowe Open, MullenLowe Mediahub and MullenLowe Profero to build a fully integrated team for sloggi. The global hub will be run out of the London office, with key regional support in Germany, France, Hong Kong and Japan. The first work will break in March for the launch of a new bra range.

Tom Jacobs, Head of Marketing Strategy at sloggi explains: “Our aim is to elevate sloggi to the world’s most revered everyday comfort brand. We selected MullenLowe Group for their strong integrated ideas, and their challenger thinking that resonated with our brand’s DNA and future direction. The agency clearly had a deep understanding of our target consumer and how our brand can become more meaningful to her. Strategically, they were able to bring cohesiveness to seemingly diverse elements of the communications programme. We look forward to a great partnership.”

Dale Gall, CEO MullenLowe Group UK comments: "We are proud to partner with Triumph Group on sloggi. A seamless and integrated hyperbundled MullenLowe team working together for the client’s growth is the shape of things to come. We are excited about the work we will create for sloggi.”

Ludovic Manzon, CEO sloggi added “We are pleased with our partnership with MullenLowe Group, they fit perfectly with our brand and fully captured our brand vision. They will soon deliver our first integrated pan-European campaign for the introduction of our new Wow Comfort bra in March. Looking to the future, we are excited to collaborate on a range of global brand initiatives launching in 2017 and beyond.”

This announcement follows recent success for MullenLowe Group UK including being named the inaugural UK Effie Agency of the Year, winning four Cannes Lions for Persil ‘Free The Kids’ campaign including an Integrated Lion, and winning Global Media Agency of Record for Western Union following the launch of MullenLowe Mediahub in the UK.