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.’
