The Cannes International Advertising Festival has named Renzo
Rosso, the chairman and founder of the fashion group, Diesel, as its
Advertiser of the Year for 1998.
Diesel’s agency, Paradiset DDB of Stockholm, scooped last year’s coveted
Grand Prix for a series of offbeat commercials showing how wearing
Diesel clothes does not dramatically improve your luck or your life.
The ads were part of a strategy which has been running since 1991 under
the ironic slogan, ’Diesel - for successful living’, which continued the
brand’s history of encouraging brave advertising while at the same time
keeping true to a single theme in different parts of the world.
The Cannes festival said Rosso had been chosen ’both for his business
success story and for the outstanding quality of his company’s
communication strategy’. The award will be presented to Rosso at the
closing ceremony in Cannes on 27 June.
It is the first time the award, now in its seventh year, has gone to an
Italian company. Last year the award went to the Japanese company,
Nissin, and in 1996 it was awarded to British Airways.
Rosso, who founded Diesel 20 years ago at the age of 22, took complete
control of the company in 1985. Since then it has expanded massively to
the point where it now has a presence in more than 80 countries and an
annual turnover of dollars 300 million.
Diesel appointed Lowe Howard-Spink to handle parts of its advertising
account last year.