Magazine article Marketing

Laura Axes Floral Tag

Magazine article Marketing

Laura Axes Floral Tag

Article excerpt

Laura Ashley, the brand that launched a league of floral-print dresses, has appointed its first global advertising agency, and its first campaign seeks to distance it from its floral heritage.

Bean Andrews Norways Cramphorn has picked up the account after a three-way pitch against Ogilvy & Mather and Barker & Ralston.

The new work uses the slogan 'Laura Ashley - say it without flowers'. And the print work will include the strapline 'If you thought you knew Laura Ashley, think again'.

Laura Ashley is treading gingerly into advertising, and consequently the size of the account has been left open.

However, with an annual turnover of [pounds]160m, a company the size of Laura Ashley could spend as much as [pounds]5m a year on advertising in the future.

BANC's first work for the company breaks this weekend in six regions in the US. It is thought the American campaign could see an investment of about [pounds]500,000. …

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