Saatchi to handle 20m Lycra drive

Chemicals company DuPont has appointed Saatchi & Saatchi to handle the Lycra fibre global ad campaign, which will begin next year.

The agency beat Bartle Bogle Hegarty and Young & Rubicam in a three-way pitch for the 20m account.

The campaign will use TV, press, and outdoor, plus PR activity, which will be handled by Saatchi’s public relations outfit, The Rowland Company.

The push will aim to broaden the appeal of the stretch fabric beyond hosiery, lingerie and sportswear, and into more general outdoor clothing. It will be run out of Saatchi’s offices in London, New York and Singapore.

Alan Bishop, Saatchi & Saatchi chairman international, says: “Lycra is a strong brand with strong consumer value worldwide. DuPont’s plans to move it into new territory will have a big impact on the industry and create exciting business opportunities. There are complex marketing and creative challenges involved.”

Saatchi is also on the pitch list for DuPont’s corporate image account, for which pitches will be held in January. The shortlist for the 32m account is also understood to include J Walter Thompson, Ogilvy & Mather, Young & Rubicam, BBDO, and McCann-Erickson.