Wacoal review leads to revamped marketing approach

Wacoal Europe has consolidated its UK media planning and buying account by hiring the services of luxury marketing communications agency Cream UK, the company confirmed yesterday.

The lingerie group, which counts brands such as Wacoal, Fantasie, Freya, Elomi, b.tempt’d and Huit among its portfolio, appointed Cream UK following a review of its activities which began in July 2015.

Wacoal Europe began the review as part of an effort to boost the efficiency and creativity of its marketing spend in the face of changing consumer fashions and a desire to firmly establish consciousness in the UK market place.

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The review was overseen by the company’s head of marketing, Ann-Marie Manley, and she said Cream’s expertise in managing premium and luxury brands was a key factor in its appointment.

“The team had the most creative approach and looked at our business with strategic insight and compelling cross-platform solutions,” she stated. “We look forward to working with them on the exciting campaigns planned for 2016.”

Karen Stephenson, client director of Cream UK, commented: “We’re hugely excited to be working with Wacoal Europe’s lingerie and swimwear brands, their vision for their portfolio is ambitious and one that, with our expertise and insight we can help deliver.”

Cream UK’s other clients include the likes of Pandora, Karen Millen, Hunter, Oasis, Lacoste, Hobbs, Kurt Geiger, Daks, Luxury Family Hotels, Mikimoto and William & Son.



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