Diesel seeks shop for pan-Euro task

Diesel, the fashion label, is putting its pan-European advertising business out to pitch, and is talking to international agencies about its multimillion-pound account.

Diesel, the fashion label, is putting its pan-European advertising business out to pitch, and is talking to international agencies about its multimillion-pound account.

Paradiset DDB, the incumbent, has been invited to repitch for the business along with devarrieuxvillaret in France, KesselsKramer in Amsterdam, Cave Anholt Jonason and two other undisclosed London agencies. Joakim Jonason, a founder of Cave Anholt Jonason, had been a creative director on the Diesel account at Paradiset DDB before leaving to form the agency last October.

The clothing company, known for its iconoclastic advertising, is looking for an agency to create ads in time for the fall/winter season.

It is understood that the pitch, due to start at the beginning of February, is being overseen by Stefano Caputo, the brand's international advertising manager.

Diesel has traditionally combined advertising ideas from its in-house creatives with those of its agency. However, this situation has been known to provoke tension.

The brand, which was founded by Renzo Rosso in 1978, has repeatedly switched its agency arrangements over the past few years. It left Paradiset DDB briefly to flirt with Lowe Howard-Spink in 1998, a union which produced a controversial campaign including images of the Virgin Mary wearing a pair of jeans and a overweight, naked woman having liposuction. After the brand parted company with Lowe, it returned to Paradiset to advertise its introduction of a more fashion-led Diesel Style Lab range.

Most recently, Diesel commissioned King Frank, an acclaimed photographer, for its autumn/winter ad campaign at the end of last year.

The brand has consistently produced memorable advertising, notably the 'successful living' campaign, which won the 1998 Grand Prix at Cannes.

Diesel won advertiser of the year at Cannes in 1999.

Diesel has increasingly turned to promoting its clothes through the internet.

Last October it launched a website through ehsrealtime to promote its Style Lab autumn/winter collection. The agency is responsible for diesel.com and diesel.co.uk.

In February last year the fashion label decided to promote its spring collection by launching the career of a fake celebrity in the shape of a Polish country singer, Joanna Zychowicz. It was part of the global advertising campaign entitled 'the luxury of dirt'.

No-one at Diesel was available for comment.