Magic Hat triumphs in pitch for Kickers' pan-European task

Magic Hat has picked up the pan-European creative account for

Kickers after a final pitch against Soul, CDP and the company's in-house

creative division, Pentland Visual Communications.

Magic Hat will be asked to develop a campaign aimed at extending the

appeal of the Kickers brand from 16-year-olds to males aged 18 and


The campaign will combine print and outdoor media and will break across

a number of territories in the spring.

Kickers' sister company, Ellesse, which is also owned by the Pentland

Group, caused controversy in May when it failed to appoint an agency

after a three-month review. There had been speculation that Kickers,

which moved its £1 million UK account from Mother to Pentland

Visual Communications in 1999, would follow suit. However, sources

involved in the pitch said there was never any doubt as to the serious

nature of the review conducted by Kickers' managing director, Willie


Irvine and Magic Hat were unavailable for comment as Campaign went to


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