Fred Perry appoints Spirit to run creative business in Europe

The sportswear brand, Fred Perry, has appointed Spirit to handle its creative account in the UK, Germany and Spain.

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

unaffected.



Fred Perry spent pounds 200,000 in the UK last year, mainly on outdoor

advertising.



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

understood.



Fred Perry has an authentic heritage and we intend to utilise this to

the full.’



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.



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