Polo Ralph Lauren’s global media work goes to DDB agency

Polo Ralph Lauren has handed its entire global media business to DDB Needham Worldwide, marking a split with Optimedia in the UK, where the company spent pounds 1.7 million last year.

Polo Ralph Lauren has handed its entire global media business to

DDB Needham Worldwide, marking a split with Optimedia in the UK, where

the company spent pounds 1.7 million last year.



DDB’s media offices will be responsible for media buying on

international campaigns and on domestic regional campaigns. The

international centralisation of Polo Ralph Lauren’s media will begin

immediately in the UK and continental Europe, with other countries to

follow over the course of the year.



Marian Schwindeman, the senior vice-president of global marketing at

Polo Ralph Lauren, said: ’The relationship with DDB Needham will allow

us to look at our global business in a new way. DDB’s unique ability to

identify consumer insights around the globe will better allow us to

express our brand values in new and relevant ways.’



Polo Ralph Lauren Corporation carries out the design, marketing and

distribution of premium products in four categories: apparel, home,

accessories and fragrances.



The company’s brand names include Polo, Polo by Ralph Lauren, Polo

Sport, Ralph, Lauren, Polo Jeans Company and Chaps. Creative work on the

brands is originated by Carlson & Partners in New York.



Kenneth Kaess, the president of DDB Needham in the US and Canada, said:

’DDB Needham is extremely proud and excited to be associated with a

brand that has the prestige and global growth opportunities of Polo

Ralph Lauren. Working closely with Carlson & Partners, our New York

office and Optimum Media are prepared to call on whatever resources

necessary throughout our global network.’



BMP Optimum has also picked up the pounds 3 million Duracell account

this week, six months after the BBDO network won the creative account

from Ogilvy & Mather.



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