Ann Summers has appointed JOAN London as its creative agency for a campaign launching this October, following a competitive pitch.
As an iconic British brand which brought sex to the high street, Ann Summers played a significant part in helping women to feel comfortable and confident discussing their sexuality. During a moment in time when most women were not openly talking about sex – with it being considered a taboo, behind closed doors topic – Ann Summers pioneered the liberation of the conversation.
Over the years, people’s perception of sex has changed. Where this is no longer taboo and the meaning of sexuality and pleasure has shifted from a male gaze into a female gaze, it has moved from something that feels performative to something that feels ‘for me’. Ann Summers has the credibility, the history and the right to spark a new conversation and once again be the brand to drive the next chapter in sexual and pleasure liberation for women. With JOAN London, the work will modernise the Ann Summers brand and reinforce its relevance for women.
Kirsty Hathaway, wecutive xreative director at JOAN London, said: “JOAN London’s mission is to build brands into modern legends in a way that focuses on both the longer term as well as the short, driving cultural impact and encourages talkability and change. Being a force for cultural change has been Ann Summers’ ethos for many years, and the brand propelled society forward to break down taboos around sex. They represent the JOAN London vision, and it’s hard to imagine a more perfect brand/agency partnership.”
Maria Hollins, CEO at Ann Summers, said: “Ann Summers has always championed female pleasure and confidence, and JOAN shares that same bold energy. As a female-founded agency driving cultural change, they’re the perfect partner to collaborate with on this campaign as we shape the next chapter of sexual empowerment. It’s an exciting moment for us both.”
The first campaign will launch in late 2025.
