“Femtech” could also be one thing you may suppose the world might do with out – do we now have to have tech with completely all the pieces? – nevertheless it’s what Elvie does and, inevitably, its new world marketing campaign is an in-your-face hip hop-style effort.

And the place else do you go for this however a venerable company that celebrated its twenty fifth anniversary pretty not too long ago, an absolute age in company phrases. Mom in fact.

May have been a ache within the uterus however, at a time when most London companies appear to be turning into extra conservative (learn the opposite day of shot by shot “remedies” of commercials for terrified purchasers) Mom regularly surprises with a agency grip on style allied to the reassuring recognition that promoting is there to promote stuff.

If we will need to have femtech (marvel what somebody will produce for mantech?) then depart it within the succesful arms of Mom.