Filofax moots its first above-the-line account

Filofax is considering appointing an advertising agency this autumn for its first above-the-line campaign.

The push will launch a new range of personal organisers and mark the company’s 75th anniversary next year.

Filofax’s marketing department has recently undergone a restructure. Newly appointed marketing controller Jill Pinnington says the planned 1m campaign, to be launched in the next three months, will focus on the new “fashionable” range of personal organisers.

Filofax has yet to see any agencies. Its last campaign was a below-the-line push by PR agency Scope Communications, two years ago.

The company’s product range has in fact barely changed since it started in 1921. The current Filofax, which is synonymous with the “yuppie” years of the Eighties, will not be updated.

The new autumn range is already being distributed to retailers. It has introduced brighter colours as well as a mini Filofax and vinyl personal organisers.

Further designs for Filofax stationery will be launched later in the year. Pinnington denies the move to expand the range was precipitated by declining sales.

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