- Polo Ralph Lauren has awarded DDB Needham Worldwide its estimated $40 million (£24 million) international media planning and buying business.
The business will be handled by DDB Needham Worldwide and its Omnicom Group sister media units these comprise Optimum Media in the U.S. and Optimum Media Directions internationally.
The appointment will see Polo Ralph Lauren centralise its media placement around the world beginning with the UK and Europe, with other countries to follow. Carlson & Partners, New York, continues as agency of record for creative.
In the UK the business will be handled by BMP Optimum, which makes up the UK arm of the Optimum Media Direction network in Europe.
Polo Ralph Lauren includes the brands "Polo", "Polo by Ralph Lauren", "Polo Sport", "RALPH", "Lauren", "Polo Jeans Company", and "Chaps", among others.