Hilfiger set to focus on events

By JONAH BLOOM, campaignlive.co.uk, Monday, 29 November 1999 12:00AM

Optimedia has scooped the pounds 7 million pan-European Tommy Hilfiger account, and plans to focus the fashion giant’s spend on event sponsorship and a number of core media vehicles.

Optimedia has scooped the pounds 7 million pan-European Tommy

Hilfiger account, and plans to focus the fashion giant’s spend on event

sponsorship and a number of core media vehicles.



Optimedia saw off competition from UK incumbent CDP Media, Mediapolis

and Carat, which handled most of Hilfiger’s business in Europe. It is

the first time Hilfiger has pooled its European planning and buying

account into one agency.



The brief is to launch Hilfiger’s latest portfolio of products - which

includes women’s wear, home furnishings and accessories - as well as

handling the planning and buying for Hilfiger’s fragrances and

streetwear.



The account team in the UK will he headed by group account director

Ollie Joyce, while Lolo Brelin will be in charge of the European

business. They will look to mix event sponsorship with traditional

advertising.



Optimedia’s managing director Simon Matthews said: ’Hilfiger’s

sponsorship of Ferrari has been very successful and has been leveraged

in a number of ways. We’ll be looking to do more of this kind of thing,

linking in with key events.’



As far as advertising is concerned, media owners should be warned that

’peripheral media’ used by Hilfiger in the past may well be cut from the

roster. ’We definitely want to focus on a number of core media

vehicles,’ said Matthews. Encouragingly for media sales teams he added:

’The choice of core media vehicles is still up for grabs.’



He also said the team would be looking to tie up some of the advertising

with event sponsorship and marketing. Optimedia has a number of

specialist partners offering disciplines such as product placement,

broadcast sponsorship and event marketing.



Tommy Hilfiger launched in Europe more than two years ago and has

steadily increased its presence and spend. The account brief includes

planning and buying in Germany, France, Spain, Italy, Holland and

Belgium as well as the UK, but it looks set to expand as Hilfiger moves

into new markets.



This article was first published on campaignlive.co.uk

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