Diesel owner Rosso wins Cannes award for best advertiser

The Cannes International Advertising Festival has named Renzo Rosso, the chairman and founder of the fashion group, Diesel, as its Advertiser of the Year for 1998.

The Cannes International Advertising Festival has named Renzo

Rosso, the chairman and founder of the fashion group, Diesel, as its

Advertiser of the Year for 1998.



Diesel’s agency, Paradiset DDB of Stockholm, scooped last year’s coveted

Grand Prix for a series of offbeat commercials showing how wearing

Diesel clothes does not dramatically improve your luck or your life.



The ads were part of a strategy which has been running since 1991 under

the ironic slogan, ’Diesel - for successful living’, which continued the

brand’s history of encouraging brave advertising while at the same time

keeping true to a single theme in different parts of the world.



The Cannes festival said Rosso had been chosen ’both for his business

success story and for the outstanding quality of his company’s

communication strategy’. The award will be presented to Rosso at the

closing ceremony in Cannes on 27 June.



It is the first time the award, now in its seventh year, has gone to an

Italian company. Last year the award went to the Japanese company,

Nissin, and in 1996 it was awarded to British Airways.



Rosso, who founded Diesel 20 years ago at the age of 22, took complete

control of the company in 1985. Since then it has expanded massively to

the point where it now has a presence in more than 80 countries and an

annual turnover of dollars 300 million.



Diesel appointed Lowe Howard-Spink to handle parts of its advertising

account last year.



Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus