Salvatore Ferragamo appoints Zenith to pounds 47m worldwide task

Zenith Media has scooped the pounds 47 million worldwide media planning and buying account for the luxury goods company, Salvatore Ferragamo, following a media review which began at the end of last year.

Zenith Media has scooped the pounds 47 million worldwide media

planning and buying account for the luxury goods company, Salvatore

Ferragamo, following a media review which began at the end of last

year.



Zenith’s Milan office will co-ordinate Ferragamo’s media activity across

its fashion goods and fragrances. The agency has started work on a major

campaign to break in the autumn in 16 countries across four

continents.



The incumbent was J. Walter Thompson, although some of Ferragamo’s media

was done in-house. Zenith is understood to have pitched against a number

of other media agencies.



Steve King, chief executive of Zenith in the Middle East, South Africa

and Europe, said: ’Zenith has established its presence globally and is

very proud to be appointed to such a prestigious account. It’s an

indication of the growing trend for advertisers to seek a global media

partner.’



Ferragamo, founded in the 20s, produces shoes, handbags, luggage,

scarves and other luxury goods.



Zenith will work alongside Ferragamo’s creative agency, Bartle Bogle

Hegarty, which was appointed in February to handle the company’s global

advertising for its launch into the fragrance market. Some of

Ferragamo’s creative advertising for its luxury goods is carried out

through local creative shops.



Ferragamo’s media activity has traditionally focused on press

advertising using gatefold and back-cover advertising in key fashion

titles. In the UK, advertising has centred on Ferragamo scarves and its

retail outlets.



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