Hugo Boss in £40m global media pitch

Hugo Boss, the German fashion brand, is conducting a review of its estimated £40 million global media planning and buying business.

The company is said to be looking to consolidate its media into one network. Carat, Mediaedge:cia, MindShare and PHD will pitch for the business.

PHD Germany is the incumbent on the account in Hugo Boss' home market and also books some media in international markets. However, the business is not currently aligned into one network.

Hugo Boss spends £4 million in the UK, with the bulk of its spend focused on advertising in glossy fashion titles.

The review, which is being handled out of Hugo Boss' German headquarters in Metzingen, does not include planning and buying on the Hugo Boss fragrance brand, which is marketed by Procter & Gamble. Creative is handled in-house.

Hugo Boss recently announced strong financial figures for 2007 on the back of a sales increase of 12 per cent. Profits rose 18 per cent to EUR212 million. Growth in sales of womenswear, shoes and leather accessories drove the improvement.

Sales in Europe and the US were especially strong and the launch of new eyewear and watch collections also helped to increase revenues.

Hugo Boss sells products via its own stores and licensed resellers. It has more than 1,000 stores worldwide and sells through an additional 5,700 partner stores.

In addition to advertising, Hugo Boss also sponsors sports teams including the Vodafone McLaren Mercedes Formula One team and Chelsea Football Club.