Antler appoints HMDG to global ad account

Premium luggage brand Antler has appointed HMDG to handle its global advertising business, as the brand looks to revitalise its marketing efforts.

Antler: appoints HMDG to global ad account
Antler: appoints HMDG to global ad account

The agency won the account following a competitive pitch against undisclosed agencies. The review follows the acquisition of the Antler business by private equity firm LDC (Lloyds Development Capital) in the spring.

HMDG will be working to launch a major campaign for the luggage brand next year following its partnership with the Virgin Racing Formula One team in 2010.

Antler, which is headquartered in the UK and has offices in North America and China, is marketed around the world.

In the UK it trades with major retailers such as John Lewis, House of Fraser and Selfridges plus hundreds of independent stores as well as its own retail shops.

David Benjamin, managing director, Antler, said: "The Antler brand has not invested in significant and high profile marketing activity for some years. With a new range of exceptional products coming to market we are ready to remind everybody of Antler’s great product strengths. This is the start of a new chapter for one of Britain’s best loved brand."

Nick Hurrell, HMDG partner, said: "Antler is a famous British brand, and with new private equity backing it is ready dramatically to accelerate its marketing activity."