Triumph kicks off agency shake-up

Triumph International, the underwear brand, is looking to centralise its pan-European creative and media accounts and is talking to an undisclosed number of agencies about the multimillion-pound task.

Triumph International, the underwear brand, is looking to centralise its pan-European creative and media accounts and is talking to an undisclosed number of agencies about the multimillion-pound task.

The company will be looking to find two separate networks: one to handle northern Europe and a second for southern Europe.

It is understood that Delaney Lund Knox Warren & Partners, which handles the UK business, will now need to prove its network credentials. Malcolm Vagg, the sales and marketing manager for Triumph International UK, said: 'There are no plans to change the agency at this time. We're still very early on in the process.'

DLKW has an agreement with FCB to use its global network for international reach following its management buy-out from the Bozell/FCB merger at the end of 1999.

BJK&E Media, which handles the business in the UK, is expected to use its media network affiliate, the Tempus-owned CIA, for its international reach if it retains the business.

Talks with other agencies, which are at a very early stage, have been initiated by the company's head office in Munich. 'It's part of thinking of a more centralised approach to the whole advertising process,' Vagg said.

The Triumph portfolio includes the Triumph bra and lingerie range, Sloggi underwear for women, the Valisere lingerie range and Hom men's clothing.

DLKW, which has held the account for more than ten years through its transition from Delaney Fletcher Bozell, has produced some well-regarded work for the brand. A campaign last year featured a virtual Lambada dancer, Trina, in a super soft bra with a 32C bust. In the commercial, Trina danced to the 50s hit Vaba Ba Boom with movements that were formed from a real-life model wearing monitors attached to various parts of her body.

In October 1998, the model and ex-presenter Kelly Brook emerged as the voluptuous face of the Flaunt bra, the Triumph underwear for the bigger-breasted woman. A poster campaign showed Brook's curvy figure forming a giant letter 'B', next to which was written 'eautiful'.

The Triumph bra, whose major competitors include Playtex, Wonderbra, Gossard and Pretty Polly, is designed to appeal to women who are confident and sexy.

No-one at DLKW was available for comment as Campaign went to press.



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