BMP DDB has won the multimillion-pound international business for the fashion retailer Etam.
The agency won the account following a pitch against a number of undisclosed European agency networks. It is understood that the retailer had specifically requested the pitches were run at the networks' London offices.
It is expected that future work will aim to give the brand a clearer positioning in the face of stiff market competition from retailers such as French Connection and Gap.
Although relatively strong in its native France, the brand has consistently failed to shake off its downmarket image in the UK, despite a campaign in August 1997 fronted by the actress Patsy Kensit with the strapline 'Clothes with personality.'
The appointment marks a turnaround for Etam. Its major branding campaigns have traditionally been handled through French agencies. However, some UK advertising has been produced by Barrett Cernis on a project-by-project basis following its appointment to the account in October 1998.
The European marketing director for Etam, Thierry Lenoir, was promoted in June last year with a brief to co-ordinate marketing across the UK, France, Belgium, Germany and Luxembourg. It is expected that forthcoming work from the retailer will run in these markets.
BMP would not comment on the win.