Diesel in talks on future direction of brand

Diesel, the Italian cult clothing brand, is speaking to agencies across Europe about its multimillion worldwide advertising account.

Diesel, the Italian cult clothing brand, is speaking to agencies

across Europe about its multimillion worldwide advertising account.



The jeans, workwear and accessories company currently uses the Swedish

agency, DDB Paradiset, to create its distinctively quirky ’successful

living’ campaign.



But Diesel has decided it needs a new strategy to take it into the

millennium.



Maurizio Marchiori, the international advertising manager of Diesel, has

approached seven agencies, thought to include GGT and Lowe Howard-Spink

in the UK.



Marchiori insisted that Paradiset would continue to work as part of the

Diesel team, but admitted he was talking to ’new friends’.



He said: ’ We are not talking about a specific campaign for next season

or next year but about the future of Diesel.’



Diesel launched in Italy in 1985. It has since mushroomed into a 580

billion lira (pounds 252 million) business available in 81

countries.



Advertising currently takes the form of 12 print executions and two

spots for TV and/or cinema each season.



Marchiori said the company would continue to run single campaigns

worldwide.



For the future, Diesel’s aim is to broaden its market, targeting older

consumers but not alienating current users.



Diesel labels and licensed products include Diesel Modern Basic, Diesel

Female, Diesel Shade and the accessories line, Spare Parts.



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