Optimedia secures Nautica menswear pan-European task

The US menswear brand, Nautica, has appointed Optimedia to handle its pan-European media account and is talking to agencies about a creative brief as it prepares to roll out into Europe.

The US menswear brand, Nautica, has appointed Optimedia to handle

its pan-European media account and is talking to agencies about a

creative brief as it prepares to roll out into Europe.



Optimedia won the work after pitching against a number of unnamed

agencies.



Nautica is planning to spend pounds 4 million in three European markets,

the UK, Italy and Germany. The advertising will extend to other European

territories as Nautica launches its clothing range and retail facings

across the Continent.



Nautica has advertised in the UK before, although activity has been

limited, with media planning and buying handled in-house and creative

work sourced from the US. The UK will become a key market; UK adspend is

expected to be about pounds 1.5 million over the next 12 months.



Nautica has also begun talks with creative agencies to find a partner to

develop advertising tailored to the European market. The company is

expected to hire a UK agency to create a pan-European campaign. A

decision is expected before the end of the year.



However, Nautica plans to use an integrated ad strategy that will

encompass sports marketing and sponsorship and tap in to Optimedia’s

communications partners for a range of communications ideas, including

using the England rugby star, Ben Clarke, to promote the brand.



Mark Hammersley, the managing director of Nautica Europe, said: ’We were

impressed by Optimedia, particularly the holistic approach to consumer

communications on a pan-European basis.’



Simon Mathews, the managing director of Optimedia, added: ’Nautica has

given us another opportunity to demonstrate Optimedia’s village in

action.’