Fcuk hires E3 Media for digital push

French Connection has picked digital creative agency E3 Media to build its first global brand site and handle its digital marketing activity ahead of an integrated advertising assault.

The move will see frenchconnection.com relaunched in May as a 'global brand experience site' according to E3 Media managing director Mike Bennett.

The aim of the site is to develop the fcuk brand in key overseas markets.

At the heart of the relaunch will be a series of viral ad campaigns. Many of these will be integrated with TBWA/London's work, which is currently being developed to air later in the spring.

The appointment will revive the brand's digital marketing activity, which has been dormant since autumn, when the company's previous agency Deepend collapsed.

However French Connection has opted to abandon e-commerce after flirting with a limited transactional offering on its previous incarnation.

It is not clear whether E3 Media will continue the controversial brand of digital marketing established by Deepend. Deepend created kinkybugger.com, a site that built up a cult following after it became the only way to view fcuk's controversial 'Kinky bugger' ads.

The site invited users to determine their level of kinkyness by taking an interactive tests which resulted in a series of short films.

The 'Kinky bugger' ads were banned by the Broadcast Advertising Clearance Centre (BACC) early last year after being judged to contain 'an unacceptable level of sexual innuendo'. This week, French Connection agreed to submit all non-broadcast advertising for pre-vetting.

E3 secured the business in a pitch that is understood to have included Ogilvy Interactive and Attic. E3 picked up the Orange.com global account last autumn.