Armani, the Italian fashion giant most closely associated with the advertising industry, is talking to agencies about a pan-European ad campaign.
It represents a major U-turn for the company which has handled all its creative work in-house. It has employed individual photographers to shoot its ads, in order to maintain control over the brand image.
At least four agencies are believed to have had talks with the company in Milan, and produced ideas for how to advertise Armani Jeans as part of the whole range.The pan-European campaign would be for the full Armani range.
The pitches were co-ordinated by Rosanna Armani, the sister of the company’s owner Giorgio.
“It’s an upmarket brand that sells itself. Singling out the jeans brand for major promotional support could at worst undermine the main brand and at best not improve the image of the range,” says one source. “The initial test was to produce a distinct positioning for the jeans.”
But another source, close to the agency presentations, was sceptical that Armani will select an agency.