– Optimedia has scooped the £10 million pan-European centralised media planning and buying business for the fashion brand, Tommy Hilfiger after a final two-way shoot-out.
Optimedia battled against Mediapolis in the last round of the two-month long pitch and was informed at the beginning of this week that it had won the business. The pitch process was managed by the strategic communications company, Unity.
The UK incumbent, CDP Media, had originally pitched for the account with its sister European network, CIA Medianetwork, whilst Carat, which handled the bulk of the Hilfiger business on the continent, was also invited to pitch.
Optimedia now takes on all media planning and buying for Tommy Hilfiger's men's and unisex fashions and its fragrance range, distributed in the UK by Estee Lauder.
The brief also includes the launch of new ranges from the Hilfiger stable, such as women's wear, footwear and home furnishings, which will be rolled out across Europe over the next few years. Simon Mathews, managing director of Optimedia, said he was delighted to be working on "an extremely dynamic and contemporary brand".
The initial media task covers the UK, Germany, France, Spain, Italy, the Netherlands and Belgium, but new countries will be added to Optimedia's remit as the Hilfiger brand expands around Europe.
As well as providing planning and buying services, Optimedia will develop event-marketing opportunities, sponsorship tie-ups and other communications vehicles beyond above-the-line advertising.
Ben Simonds-Gooding, the marketing director of Tommy Hilfiger, said: "Optimedia demonstrated to us that they understand our needs and aims. They will offer us new ways of communicating to our consumer."
