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
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
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
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