TBWA nets global launch of Bally’s outdoor range

Bally, the Swiss shoe and fashion chain, has appointed TBWA Simons Palmer to manage the multimillion pound international launch of its new outdoor footwear and clothing brand.

It is the first account the agency has won since merging in March. It will handle all the international advertising for the launch, which begins in spring 1998 in Europe and the US, and will roll out across the rest of the world in 1999.

The new brand promises to be a radical departure from Bally’s traditional, elegant image, and will compete with the likes of Timberland and Caterpillar.

The brand will operate independently from the Bally name and a number of the chain’s 500 stores worldwide will be revamped and branded with the new identity, which is being kept under wraps until nearer the launch date.

Five advertising agencies from different European countries are understood to have pitched for the business.

TBWA has worked for Bally in the past.

Minale Tattersfield, the fashion design specialist, will create the corporate identity, packaging and retail design for the new division.

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