DMB&B scoops Scholl Euro rebranding task

D’Arcy Masius Benton & Bowles has won the first pan-European account for sandal manufacturer Scholl, worth more than 4m. It replaces UK incumbent Publicis which was appointed only eight months ago.

In the past, Scholl has advertised country by country, but following a restructure and the arrival of ex-Facia marketing boss Trevor Bell, the group has changed strategy.

It is launching an international marketing assault through a single advertising agency, co-ordinated by the newly-created marketing group in Luton.

DMB&B pitched against Publicis, Leagas Delaney and Claydon Heeley for the account.

The creative pitch has also triggered a review of media planning and buying, which is done on a country-by-country basis and handled by BMP Solutions in Media in the UK.

Bell, Scholl’s group marketing director, says this may change and that a single media agency could be appointed across Europe. “A key element of the restructuring of Scholl has been the renewed focus and emphasis on the brand. The appointment of DMB&B with its excellent European agency network is a significant move to exploit the enormous potential of Scholl.”

DMB&B’s brief revolves around the footcare and health and comfort footwear sectors, where Scholl is concentrating its efforts. The company, best known for slip-on sandals, wants to modernise its image.