The sportswear brand, Fred Perry, has appointed Spirit to handle
its creative account in the UK, Germany and Spain.
The brief is to create a branding campaign for the spring. Fred Perry
has traditionally advertised mainly in the UK and has focused its
advertising on its classic polo shirts. But the company is keen to
capitalise on recent sales increases in Germany and Spain, where Fred
Perry is seen as a youth fashion brand. Media, with AMS Advertising, is
Fred Perry spent pounds 200,000 in the UK last year, mainly on outdoor
It would not disclose a budget for 1999, but expects to spend roughly
the same amount in the UK on press and poster advertising.
John Flynn, managing director of Fred Perry, said: ’Our ambition to find
a long-term platform for the brand was something that Spirit
Fred Perry has an authentic heritage and we intend to utilise this to
Richard Hammond, managing partner at Spirit, added: ’Brands with such
authenticity are few and far between in a fickle fashion sector and we
are excited about working with John Flynn’s team. This win confirms our
view on developing multi-market campaigns without a network.’
Hammond previously worked with Fred Perry at Delaney Fletcher Bozell,
where he was business development director. Mercieca Advertising has
held the account for the past three years.
Separately, Spirit’s direct arm, Spirit DPM, has picked up two projects
from the Savoy group, one a direct mailing of 50,000 US residents
offering hotel deals, the second a business-to-business initiative aimed
at travel professionals.