The sports retailer Umbro is planning to launch a content and
e-commerce website in September backed by a major advertising
Umbro.com, which is the master licensee of the digital rights for Umbro,
intends to spend the majority of its multimillion marketing budget
The announcement makes Umbro.com one of the few high-street brands to
announce such a financial commitment to online advertising.
The site is being developed by Razorfish and the online media planning
and buying agency i-Level has won the account for the brand’s online
Paul Holland, who was previously the marketing manager across the sport
and lifestyle portal 365’s online portfolio, has moved over to the new
company to be head of marketing. Although Umbro.com is an independent
operation, Holland said that the online brand will be able to piggy-back
on the traditional marketing spend of its bricks-and-mortar sister
’There are a lot of benefits that Umbro.com can get from Umbro’s
traditional marketing campaign - for example, putting the URL on there -
so it makes more sense for us to focus online,’ Holland said. ’We don’t
need to build an above-the-line brand from scratch.’
I-Level will be consulting with Umbro.com about the creative side of the
campaign, although Holland said that a separate agency will soon be
appointed to handle that side of the marketing.
Holland will draw on his marketing experience at 365 when putting
together the online promotions for the Umbro website and brand.
’I know from my background what works and doesn’t work,’ said Holland,
whose online marketing plans go beyond banner advertising. ’In the
beginning, we’ll be dipping our toes in a variety of platforms and
technologies. Anyone can knock out a banner and button campaign, but
there’s a lot of strength to be gained from being innovative.
’We’ll also be looking at forming partnerships with brands that have
strong relationships with football.’