Clarks International calls ad review
Clarks International, the shoe manufacturer, has put its international advertising business up for pitch.
The account, which does not include the UK, is currently handled by Yellowdoor, the specialist agency founded by the retail guru Mary Portas. It is thought that Yellowdoor will re-pitch.
Clarks has approached agencies directly, inviting them to pitch for the account, which has a heavy focus on emerging markets in China and the Arabian Gulf, where the brand is considered to be a high-end product.
Until 2010, Clarks International worked with Abbott Mead Vickers BBDO, which won the business in 2007 from St. Luke's. St Luke’s had worked on the account for the preceding decade.
AMV created Clarks’ 'Stand Tall' campaign in a bid to lift the brand out of the "sensible shoe" category and promote it as a fashion brand.
The ad featured giant children and young adults wearing a pair of Clarks with the endframe, "Stand tall, walk Clarks".
In the UK, Clarks has about an 11% share of the shoe market but its growth is slow, while in the Middle East, its sales are growing at around 15% a year.
This article was first published on campaignlive.co.uk
- Exhibition Designers WRG Live Competitive salary and benefits package dependant upon experience, Manchester, Greater Manchester
- Producer WRG Live Competitve salary and benefits package dependent upon experience, London (Central), London (Greater) / Manchester, Greater Manchester
- Content Manager WRG Live Competitive salary and benefits package, Manchester, Greater Manchester
- Digital Media Consultant Silverdrum £25,000 - £35,000 depending on experience + uncapped commission, London (Greater)
- Account Director - B2B and IT David Thatcher Recruitment £45-55k, West London, M40 Corridor
- Macmillan defends hijacking ice bucket challenge
- Comparethemarket.com first UK brand to run Facebook Premium Video ads
- Game Of Thrones actress stars in online Karen Millen campaign
- Guinness Africa launches 'made of black' campaign with Kanye West ad
- Twitter launches learning hub for agencies
- Uncle Ben's launches YouTube cooking show