Saatchis scoops dollars 30m Lycra task

Saatchi & Saatchi has won the dollars 30 million global DuPont Lycra business from Young & Rubicam.

Saatchi & Saatchi has won the dollars 30 million global DuPont

Lycra business from Young & Rubicam.

The agency was appointed to handle the account after a three-way pitch

against the incumbent and Bartle Bogle Hegarty. It will begin work on

the assignment next year.

The win reunites the network with the brand after a five-year gap.

Saatchis originally launched the revolutionary stretch fabric on to the

global market in 1989 before losing it in a review, four years later, to


Saatchis’ new brief is to extend the fabric’s appeal away from women and

towards teenagers and men. The material is most commonly used in female

clothing such as lingerie, hosiery and swimwear to enhance fit and


Saatchis won the business after a pitch led by staff from the London,

New York and Swiss offices as well as its sister PR agency, the Rowland

Company, which handles Lycra’s PR in the US.

Creative work is being kept under wraps but will be produced centrally,

with local countries allowed to adapt work to their own needs. Each

market will be supplied with a selection of television, print, cinema

and below-the-line work to choose from.

Derek Bowden, Saatchis’ chairman of Europe, said that he was delighted

to win the business back. He added: ’When we launched Lycra as an

ingredient brand, it was the first time that such a product from any

sector had promoted itself like that. Now it’s quite a common thing -

Intel being a recent example.’

Saatchis is also currently pitching for the dollars 50 million DuPont

global corporate advertising account against BBDO, Y&R, J. Walter

Thompson and Ogilvy & Mather. It handles the business in North America.

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