Following reports in July that Propaganda’s hold on the ghd account was under threat, the hair beauty brand has signed a one-year extension with the agency. Industry sources had suggested that increased speculation surrounding ghd being sold had led to concern among the Leeds-based agency’s staff, however, Propaganda has now consolidated its position as the firm’s strategic and creative partner with the reappointment.
Propaganda has been responsible for developing a number of above- and below-the-line campaigns for ghd since its initial appointment in 2003. During this time, the firm has also enjoyed sales increases of 365 per cent, making it the UK’s fastest growing privately-owned company.
Commenting on the contract extension, Martin Penny, ghd’s chief executive, said: “I am delighted that a contract renewal has been agreed, and I am confident that our partnership will continue to go from strength to strength.”
The agency is also celebrating after scooping the £2m Seabrook Crisps account last month. Propaganda has spent the last three months researching the Seabrook brand and will launch the Bradford firm’s first ever above-the-line campaign later this year. The agency has revealed that the activity will focus on the nostalgic and traditional Northern values of the brand.