Optimedia has won the pounds 10 million pan-European centralised
media planning and buying business for the fashion brand, Tommy
Optimedia battled against Mediapolis in the last round of the two
month-long pitch, and was informed at the beginning of this week that it
had won the business. The pitch process was managed by the strategic
communications company, Unity.
The UK incumbent, CDP Media, had pitched for the account with its sister
European network, CIA Medianetwork, while Carat, which handled the bulk
of the Hilfiger business on the Continent, was also invited to
Optimedia now takes on all media planning and buying for Tommy
Hilfiger’s men’s and unisex fashions and its fragrance range,
distributed in the UK by Estee Lauder.
The brief also includes the launch of new ranges, such as women’s wear,
footwear and home furnishings, which will roll out across Europe over
the next few years.
Simon Mathews, the managing director of Optimedia, said Tommy Hilfiger
was ’an extremely dynamic and contemporary brand’.
The task covers the UK, France, Germany, Spain, Italy, the Netherlands
and Belgium, but further countries will be added to the remit. As well
as providing planning and buying, Optimedia will develop event marketing
and sponsorship tie-ups and other communications.