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.
