INTERNATIONAL: Irish debut plans for Ann Summers

DUBLIN: Lingerie and sex aids chain Ann Summers has asked Irish agency Amplify to pitch for the account for its first Irish shop due to open in Dublin in early October.

DUBLIN: Lingerie and sex aids chain Ann Summers has asked Irish

agency Amplify to pitch for the account for its first Irish shop due to

open in Dublin in early October.



The company approached Amplify because of its track record with local

listings magazine, In Dublin, which has a reputation for being ’honest

and upfront’ but has also offended sections of the Catholic community

because of its forthright approach to sexual matters. Rebecca Cox, head

of PR for Ann Summers said: ’We need an agency that understands the

social and political issues.’ She added that there was great demand for

an Ann Summers store in Ireland and pointed to the ’surprisingly high’

number of parties that are regularly held in Ireland.



Cox added that if Amplify was not suitable it would ask other Irish

agencies to pitch for the business. The opening of the Dublin branch

will bring the total number of Ann Summers stores to 23.



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