Lovehoney, the sexual happiness people, appoints MC&C

MC&C Media, the independent media agency, has won the multi-million pound global TV planning and buying account for Lovehoney, the world’s largest online manufacturer and distributor of pleasure products and lingerie.

The appointment, which followed a competitive pitch, will see MC&C Media drive brand awareness and sales of Lovehoney products to support the business in achieving its ambitious global growth plans.

Lovehoney, which recently had a majority stake acquired by Telemos Capital, will invest to accelerate its plans for international expansion and build on its strong consumer engagement. Its key focus will be in new technology and marketing, customer service, online content, community and innovative new products.

MC&C will be creating innovative and bespoke media plans to deliver the strategy of initiating more conversations around pleasure products.  This will initially be across the UK and US markets.

Lovehoney, which last year saw its profits surge by 76%, holds the exclusive licence for the Fifty Shades of Grey Official Pleasure Collection and in 2016 received the Queen’s Award for Enterprise. Lovehoney employs over 230 people across Bath in the UK, Australia and the US.

Helen Balmer Brand & Marketing Director from Lovehoney said: “We wanted to partner with a creative, smart, performance-driven TV agency with bags of UK and international expertise and a proactive strategic approach to help us achieve our business objectives. MC&C are a results-driven entrepreneurial bunch who share our innovative approach and ambitious drive.”

Robin Trust, Managing Director of MC&C Media, said: “Lovehoney is such an exciting client for us to partner with and we are delighted it shares our vision for its advertising. It is a forward-thinking, open-minded business with some big plans for the future. This win gives MC&C a fantastic new opportunity to move into a vibrant, growing sector.”