Zenith scoops £4m Diesel launch task

ZenithOptimedia has been appointed by Diesel to mastermind the £4 million UK launch of a range of Diesel-branded fragrances.

It is thought that Zenith- Optimedia had to pitch against Naked Communications and Michaelides & Bednash to secure the launch. It is the main planning and buying incumbent for L'Oreal, which will produce the fragrances for Diesel.

The first Diesel fragrance will be unveiled later this year, with further launches, for both men and women, expected to follow. The products will be marketed by the prestige and collections division of L'Oreal Fragrances. Other fragrances within this unit of L'Oreal include Giorgio Armani, Ralph Lauren and Cacharel.

According to sources close to the pitch, the Diesel fragrances launch is expected to receive backing of between £2 million and £3 million on advertising, with the remainder of the budget allocated for promotional activities.

ZenithOptimedia captured the UK L'Oreal planning and buying account two years ago as part of a pan-European win for the network. The business was previously held by Universal McCann.

The agency refused to comment on the win.


Subscribe to Campaign from just £57 per quarter

Includes the weekly magazine and quarterly Campaign IQ, plus unrestricted online access.


Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

1 Meet the new breed of ad agency chiefs

A new wave of first-time CEOs are opting to do things differently in an evolving landscape. They discuss the business model of the future with Jeremy Lee.

Case study: How 'This girl can' got 1.6 million women exercising

1 Case study: How 'This girl can' got 1.6 million women exercising

"This girl can" was based on a powerful insight: that the fear of judgement by others is the primary barrier holding women back from participating in sport.

Just published