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POPSUGAR SIGNS MIRANDA KERR: Popsugar Inc.-owned ShopStyle has tapped Miranda Kerr to appear in its first print, TV, digital and out of home advertisements. This is the second leg of a $25 million ad strategy that kicked off Nov. 4 with the new tag line “We Search, We Find, We ShopStyle.”
“She represents our brand perfectly. She has a gentle balance of being the girl next door, or friend, and a great level of sexiness,” Brian Sugar, cofounder and chief executive officer of Popsugar, said of selecting Kerr for the brand’s first traditional advertising campaign. Kerr has signed a two-year contract).
This story first appeared in the December 13, 2013 issue of WWD. Subscribe Today.
Sugar added that 2014’s ad budget will increase to $50 million. Terry Richardson shot the print ad and Peter Glanz directed the TV ads for the shopping search aggregate Web site, which will first air on the finale of “The Voice” on Monday at 8 p.m. Print ads roll out thereafter in People, WWD and US Weekly.