Polo Ralph Lauren has handed its entire global media business to
DDB Needham Worldwide, marking a split with Optimedia in the UK, where
the company spent pounds 1.7 million last year.
DDB’s media offices will be responsible for media buying on
international campaigns and on domestic regional campaigns. The
international centralisation of Polo Ralph Lauren’s media will begin
immediately in the UK and continental Europe, with other countries to
follow over the course of the year.
Marian Schwindeman, the senior vice-president of global marketing at
Polo Ralph Lauren, said: ’The relationship with DDB Needham will allow
us to look at our global business in a new way. DDB’s unique ability to
identify consumer insights around the globe will better allow us to
express our brand values in new and relevant ways.’
Polo Ralph Lauren Corporation carries out the design, marketing and
distribution of premium products in four categories: apparel, home,
accessories and fragrances.
The company’s brand names include Polo, Polo by Ralph Lauren, Polo
Sport, Ralph, Lauren, Polo Jeans Company and Chaps. Creative work on the
brands is originated by Carlson & Partners in New York.
Kenneth Kaess, the president of DDB Needham in the US and Canada, said:
’DDB Needham is extremely proud and excited to be associated with a
brand that has the prestige and global growth opportunities of Polo
Ralph Lauren. Working closely with Carlson & Partners, our New York
office and Optimum Media are prepared to call on whatever resources
necessary throughout our global network.’
BMP Optimum has also picked up the pounds 3 million Duracell account
this week, six months after the BBDO network won the creative account
from Ogilvy & Mather.