Zenith Media has scooped the pounds 47 million worldwide media planning and buying account for the luxury goods company, Salvatore Ferragamo, following a media review which began at the end of last year.

Zenith’s Milan office will co-ordinate Ferragamo’s media activity across its fashion goods and fragrances. The agency has started work on a major campaign to break in the autumn in 16 countries across four continents.

The incumbent was J. Walter Thompson, although some of Ferragamo’s media was done in-house. Zenith is understood to have pitched against a number of other media agencies.

Steve King, chief executive of Zenith in the Middle East, South Africa and Europe, said: ’Zenith has established its presence globally and is very proud to be appointed to such a prestigious account. It’s an indication of the growing trend for advertisers to seek a global media partner.’

Ferragamo, founded in the 20s, produces shoes, handbags, luggage, scarves and other luxury goods.

Zenith will work alongside Ferragamo’s creative agency, Bartle Bogle Hegarty, which was appointed in February to handle the company’s global advertising for its launch into the fragrance market. Some of Ferragamo’s creative advertising for its luxury goods is carried out through local creative shops.

Ferragamo’s media activity has traditionally focused on press advertising using gatefold and back-cover advertising in key fashion titles. In the UK, advertising has centred on Ferragamo scarves and its retail outlets.

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