Gucci appoints Media Planning Group for accessories

LONDON - Media Planning Group has won a £2m media planning and buying brief from the fashion house Gucci.

Gucci has hired MPG to handle media for its accessories brands, including jewellery and handbags. The task also includes media for the Gucci-owned accessories brands Sergio Rossi and Bottega Veneta.

Gucci previously handled the media for its accessories in-house but decided that it needed a specialist agency. MPG had a relationship with Gucci in France and also handles planning and buying for the Gucci-owned brand Yves Saint Laurent in the UK.

MPG's appointment follows Gucci's recent decision to hand media planning and buying for its fragrance brands to The Allmond Partnership. This account was also previously handled in-house.

The majority of Gucci's adspend focuses on targeting up-market readers in monthly glossy titles. Accessories make up the majority of Gucci's revenues, with leather goods and shoes its most important categories.

Gucci has expanded in recent years after fighting off a hostile takeover bid by LVMH. It acquired YSL and a majority stake in Sergio Rossi in 1999 and Bottega Veneta in 2001.

Other brands and fashion labels acquired or part-owned by Gucci include Alexander McQueen and Stella McCartney. Gucci Group has a growth strategy in place that will see it increase its number of global stores from 349 last year to 375 this year. Most of this expansion will be due to the opening of new Gucci and YSL stores.

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