High street retailer Ann Summers has appointed Joan London as its new creative agency of record at the conclusion of a competitive pitch process.

The agency will now be tasked with launching a new campaign for the sex toy and lingerie brand this October, as Ann Summer continues in its aim to break taboos around sex.

“Joan London’s mission is to build brands into modern legends in a way that focuses on both the longer term as well as the short, driving cultural impact and encourages talkability and change,” said Kirsty Hathaway, ECD at Joan London.

“Being a force for cultural change has been Ann Summers’ ethos for many years, and the brand propelled society forward to break down taboos around sex. They represent the Joan London vision, and it’s hard to imagine a more perfect brand/agency partnership.”

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Through its partnership with the female-founded Joan London, Ann Summers will also look to modernise its brand image and reinforce its relevance for women.

Maria Hollins, CEO at Ann Summers added: “Ann Summers has always championed female pleasure and confidence, and Joan shares that same bold energy.

“As a female-founded agency driving cultural change, they’re the perfect partner to collaborate with on this campaign as we shape the next chapter of sexual empowerment. It’s an exciting moment for us both.”