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.