Optimedia nets pounds 4m Nautica deal

Nautica, the US menswear brand, has asked Optimedia to devise an integrated communications strategy in preparation for a pounds 4 million drive across Europe.

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.