Hugo Boss gives £35 million media to MPGi

LONDON - Hugo Boss, the German fashion brand, has awarded its £35 million global media planning and buying business to Havas agency MPG's international arm MPGi.

Hugo Boss...MPGi picks up media
Hugo Boss...MPGi picks up media

MPGi, which was the only competing agency not on the pitch list for the account, beat agencies including Zenith, WPP's MEC and incumbent PHD to the business.

The business will operate out of Germany.

Hugo Boss called the pitch in March in order to consolidate its media into
one network.

PHD Germany previously handled Hugo Boss' home market and booked some media on international markets.

But the business had not previously been aligned into one network.

The review was handled out of Hugo Boss' German headquarters in Metzingen, and did not include the Hugo Boss fragrance. Creative is handled in-house.