Tommy Hilfiger kicks off pounds 8m media review

Tommy Hilfiger has kicked off a pan-European review of its pounds 8 million media planning and buying arrangements and plans to centralise media across brands and territories.

Tommy Hilfiger has kicked off a pan-European review of its pounds 8

million media planning and buying arrangements and plans to centralise

media across brands and territories.



The US fashion label, which has its European headquarters in Amsterdam,

has invited four media networks to pitch for the pooled account.



The UK incumbent, CDP Media, is pitching for the European business with

its affiliated media company, CIA Medianetwork. Carat, which handles the

bulk of the business on the continent, is also pitching, while Optimedia

and Mediapolis are the other two networks on the list.



The agencies made their presentations at the beginning of this week and

a decision is expected before the end of the month, with the winning

network due to officially take on the business from the beginning of

next year.



The media review has been sparked by Tommy Hilfiger’s growing presence

in Europe, after its launch on the continent more than two years ago.

The company is now understood to be keen to seek a coherent media

strategy across all of its brands and is looking for a more centralised

approach.



The Tommy Hilfiger brand portfolio includes fragrances, distributed here

by Estee Lauder, and men’s and unisex fashions. The company is now

planning to expand its business base into women’s wear, footwear and

home furnishings, with advertising spend expected to rise accordingly.

Tommy Hilfiger spent pounds 2.5 million in the UK last year and local

budgets for 2000 are expected to top pounds 3.5 million.



The creative work is sourced from the US agency, Deutsch, and is

unaffected by the media review.



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