- The sportswear brand, Fred Perry, has appointed Spirit to handle its creative account in the UK, Germany and Spain.
The brief is to create a branding campaign to run in all three countries this spring. Fred Perry has traditionally advertised mainly in the UK and has focused its advertising on its classic polo shirts. But the company is keen to capitalise on recent sales increases in Germany and Spain, where Fred Perry is seen as a youth fashion brand. Media, with AMS Advertising, is unaffected.
Fred Perry spent £200,000 in the UK last year, mainly on outdoor advertising. It would not disclose a budget for 1999, but expects to spend roughly the same amount in the UK on press and poster advertising.
John Flynn, managing director of Fred Perry, said: "Our ambition to find a long-term platform for the brand was something that Spirit understood. Fred Perry has a strong authentic heritage and we intend to utilise this to the full."
Richard Hammond, managing partner at Spirit, added: "Brands with such authenticity are few and far between in a fickle fashion sector and we are excited about working with John Flynn's team. This win confirms our view on developing multi-market campaigns without a network."
Hammond previously worked with Fred Perry at Delaney Fletcher Bozell, where he was business development director. Mercieca Advertising has held the account for the past three years.
Seperately, Spirit's direct arm, Spirit DPM, has also picked up two projects from the Savoy group. The first is a direct mailing of 50,000 US residents featuring offers at the Berkeley, Claridge's, the Connaught, the Savoy and the Lygon Arms. The second is a business-to-business intiative aimed at travel professionals.