LBi, AKQA and the incumbent, Agency.com, were shortlisted along with DNA for the final pitch. The process was overseen by Annick Desmecht, Samsonite's chief marketing officer, and took around six months to complete.
Desmecht said: "E-commerce is strategically key for us over the next three years. After an exhaustive search, we now have a world-class digital partner. With its full-service model, DNA will work closely with us on every aspect of our digital marketing."
DNA's first task will be to market Samsonite's high-end Black Label range of luggage. It will design and build a new site with e-commerce capability, and create an advertising campaign to drive traffic to the site.
"We look forward to revolutionising Samsonite's online positioning and the way it operates as a retailer," Neil Miller, the managing director of DNA, said.