NEWS: Ralph Lauren hands Optimedia pounds 8m couture account

campaignlive.co.uk, Friday, 29 November 1996 12:00AM

Optimedia is understood to have picked up the pounds 8 million pan- European Ralph Lauren Couture media planning and buying account.

Optimedia is understood to have picked up the pounds 8 million pan-

European Ralph Lauren Couture media planning and buying account.



The business, which was previously handled in-house in the individual

European markets, comprises the full range of Ralph Lauren fashion and

home-furnishing products. The UK and France will be the key markets, but

the brand will be promoted throughout Europe.



Spend in the UK alone should top pounds 3 million next year as the

company steps up its European marketing effort. The US design house is

keen to expand its European operations to coincide with the opening of a

new flagship store in Bond Street in 1997.



Optimedia is believed to have won the business without a pitch on the

basis of its magazine experience for the perfume brands, L’Oreal and

Lancâ„¢me. Although the media dependant already buys and plans on the

Ralph Lauren perfume marques, these are licensed through L’Oreal, and

there was no direct contact with Ralph Lauren.



Ralph Lauren Couture will be promoted primarily through heavyweight

magazine advertising, although a first TV campaign has not been ruled

out.



Neither Pete Russell, a managing partner at Optimedia, nor Anna Bing,

the director of publicity and advertising at Ralph Lauren, would

comment.



Creative is developed by Ralph Lauren himself in New York and adapted

in-house for local markets.



This article was first published on campaignlive.co.uk

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