Thomas Pink, the upmarket shirtmaker much favoured by City workers,
has handed M&C Saatchi the creative assignment for a campaign designed
to turn it into one of the world's leading luxury shirt brands.
The company is understood to be putting up to pounds 2 million behind an
autumn press and poster campaign in Europe and New York featuring the
newly-launched Two-fold 170's shirt, claimed to be the most luxurious
product of its kind.
M&C Saatchi saw off competition from Travis Sully Harari and an unnamed
New York agency to win the business. Media will be bought by Carat,
which handles media for the LVMH group, Thomas Pink's majority
The first work will be a print campaign by Tiger Savage and Mark
Goodwin, the deputy creative directors, who were key figures in the
pitch along with Richard Alford, the deputy managing director.
Alford said: 'This is a highly creative, prestige account for us and the
creative work developed by Tiger and Mark is particularly striking.'
Savage and Goodwin have worked closely on the brief with Andrew Wilde,
the Thomas Pink marketing director, who arrived from a senior marketing
role at Harrods earlier this year.
Thomas Pink has more than 20 stores worldwide, including its flagship
branch in London's Jermyn Street and on New York's Madison Avenue.
Despite its long associations with City gents, the company has
increasingly targeted its tailored shirt look to women and last year
opened its first women-only store in London.
For M&C Saatchi, the win fits in with its policy of trying to capture a
number of modest-spending accounts - such as the award-winning Vogue.com
- which will allow the agency to increase its creative profile.