F&F has appointed ODD to its creative and digital business after a competitive pitch that also involved Tesco ad agency Bartle Bogle Hegarty London, above-the-line incumbent Warl and M&C Saatchi.
ODD has been tasked with creating a new campaign for F&F that will launch in April 2017. The consoli-dation of F&F’s roster of suppliers gives ODD control of the brand’s adver-tising, digital and social strategy, previously handled by Warl, John Brown Media and We Are Social.
A Next 15-owned agency that specialises in fashion brands, ODD has been tasked with helping the brand re-engage with lapsed customers and create an emotional connection with new ones.
F&F is aiming to make the brand’s connection to Tesco more explicit and stand out from competitors, according to Chris Other, F&F’s global brand and marketing director.
Launched in the UK in 2001, F&F now has a presence in 23 countries.