Optimedia has scooped the $10 million (£6.2 million) pan-European planning and buying account for designer sportswear brand Tommy Hilfiger, following a final two-way shoot-out with Mediapolis.
The spend will be co-ordinated across six major European markets, including Italy, Germany, Spain, Holland, Belgium and the UK. Around a third of the sum will be spent in the UK, the company’s largest European market. Other markets could also be included on the schedule, as Hilfiger bids to expand across the continent. Most of Hilfiger’s spend goes on press advertising, with a bias towards monthly lifestyle magazines.
According to Ben Simons-Gooding, European media manager for Tommy Hilfiger, the planning and buying will focus on local markets, not traditional pan-European media.
“There will be an emphasis on the local prospective,” he said. “We are looking for the ‘sweet spot’, and if this spreads out to other territories, then so much the better.”
CIA Medianetwork and European incumbent Carat were also asked to pitch for the business in the earlier stages of the review.
As well as media, Optimedia, which takes over from UK incumbent CDP Media on January 1, will be charged with exploring sponsorship ideas. The clothing giant already sponsors the Ferrari Formula 1 team – a deal worth around £2 million. The agency will also organise all below-the-line work.
“We are delighted to have been appointed as the company looks to the next phase of growth across Europe,” said Simon Matthews, Optimedia’s managing director.
Creative work for the account comes directly out of the US via Hilfiger’s ad agency, Deutsch, recently appointed to the £43 million global task.