Berghaus, the outdoor clothing and equipment company that handed out its
advertising brief during a white-out at the top of a mountain, has re-
appointed the Manchester-based agency, Cheetham Bell, to its pounds 1
Cheetham Bell fought off competition from London’s Osprey Park, the
Leith Agency of Scotland and McCann-Erickson Manchester for the
business, which will cover press and cinema work across Europe. TMD
Carat, which pitched with Cheetham Bell, has retained the media
David Bell, the co-founder of Cheetham Bell, dismissed the hardship of
the pitching process as all part of working on a tough account. ‘This is
not a namby pamby advertising account. It’s not a business you’d want to
set your ponytails on,’ he said.
To ensure that agencies appreciated Berghaus’s tough outdoor stance,
Pentland, which owns the company and other sporting brands such as
Speedo, Ellesse and Kickers, did not call agencies in to receive their
briefs - it simply issued some map co-ordinates and told the agency
teams to arrive there at a specific time with a big rucksack (Campaign,
Diary 19 June 1995).
Berghaus sells a range of upmarket clothing, rucksacks and equipment,
and has a rugged outdoor image.
Cheetham Bell will handle both the below-the-line component - worth
about pounds 500,000 - and above-the-line advertising.
The ideas presented at the pitch were researched in both England and
Germany before the decision to appoint Cheetham Bell was made.
Pentland recently released its financial results, which showed a 19 per
cent rise in sales to pounds 755 million and a 9 per cent hike in
operating profit to pounds 28 million.