Nautica, the US menswear brand, has asked Optimedia to devise an
integrated communications strategy in preparation for a pounds 4 million
drive across Europe.
Optimedia’s group account director Enyi Nwosu and planner/buyer Nick
Greenslade will handle the account from the UK while international media
manager Danni Robinson oversees Nautica account teams in Optimedia’s
German and Italian offices.
The team will work closely with Optimedia’s newly formed group of
communications partners, called Village@Optimedia, especially Sports and
Outdoor Media International and Unique broadcasting, to market Nautica,
whose range of menswear includes shirts, sweaters and swimwear.
Aside from straight media, the campaign will encompass sports marketing
and sponsorship. Ideas in the pipeline include the possible signing of
England rugby star Ben Clarke as an ambassador for the brand and the
creation of syndicated programming using other sports personalities.
The communications campaign will run in three European markets - the UK,
Italy and Germany - although the UK is the most important country, with
a dedicated adspend of around pounds 1.5 million.
Nautica has advertised in the UK before, although activity has been
limited with media planning and buying handled in-house.
Optimedia’s managing director Simon Mathews said: ’Nautica has given us
another opportunity to demonstrate Optimedia’s village in action.’
Village@Optimedia was launched last month. It consists of seven
companies, each representing a communications discipline, including
contract publishing, database management and online media. The idea
behind Village@Optimedia is to offer all its clients integrated
communications solutions and allow the agency to choose the discipline
best suited to their brief.