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Jun 25, 2020
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Agent Provocateur names ex-Liberty press head as new marketing chief

Jun 25, 2020

High-end lingerie brand Agent Provocateur has named Kate Brindley as its new marketing and communications director.

The brand has evolved its marketing with athletes rather than models starring in its latest campaign - Agent Provocateur

The executive has a strong track record in the luxury sector and was formally global communications chief at Nicholas Kirkwood, the upscale footwear brand that is owned by LVMH. She's also been head of press and marketing at luxury London department store Liberty, and more recently was at lingerie start-up Noelle Wolf. 

Agent Provocateur also saw a new CEO joining it earlier this year when Kurt Geiger’s Michelle Ryan took the helm after her predecessor Sandra Mertens-Lustig moved to take the same post at Lulu Guinness.

The Brindley move was reported by The Industry.

She joins a leadership team that also includes COO Kerry Neil and Creative Director Sarah Shotton.

It will be interesting to see what the new arrival does with the brand’s marketing, which has been evolving in recent periods. Its most recent campaign saw it going out on a limb as it swapped models for Olympic athletes to celebrate the unparalleled potential of the female physique.

The Play To Win campaign featured Canadian pole vaulter Alysha Newman, American rock climber Sasha Digiulian, American hurdler and sprinter Queen Harrison, and British artistic gymnast Georgia-Mae Fenton.

The lingerie brand is owned by Four Holdings in which Frasers Group has a major stake. Four bought the struggling business for £30 million in 2017. 

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