CAMPAIGN-I: Umbro e-com launch to concentrate on net

The sports retailer Umbro is planning to launch a content and e-commerce website in September backed by a major advertising campaign.

The sports retailer Umbro is planning to launch a content and

e-commerce website in September backed by a major advertising

campaign.



Umbro.com, which is the master licensee of the digital rights for Umbro,

intends to spend the majority of its multimillion marketing budget

online.



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

media buying.



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

company.



’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.’



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