NEWS: Berghaus to remain with Cheetham Bell after four-way pitch

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 million account.

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

million account.



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

account.



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.



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