RKCR/Y&R will be briefed with creating a campaign aimed at wealthy older men to run across EMEA, the US and Canada. The first work will appear towards the end of 2008.
The agency's brief will be to highlight the company's change in direction. Previously, it created and sold 8,000 different designs, all branded Harris Tweed, that were used by internationally acclaimed fashion designers, including Vivienne Westwood and Ralph Lauren.
However, following its recent purchase by the Yorkshire tycoon Brian Haggas, the company now plans to cut its number of designs to as few as five and focus on producing men's jackets.