Red Media steals £1.5m Diesel brief
Fashion brand Diesel has appointed Red Media to handle its £1.5m UK planning and buying account following a three-way pitch.
Fashion brand Diesel has appointed Red Media to handle its &£1.5m UK planning and buying account following a three-way pitch.
Media has been handled in-house for the past year. The previous incumbent, Media Campaign Services, did not pitch again.
Red Media’s first campaign for Diesel, for the spring and summer season, breaks later this month.
The fashion label has also put its global creative business up for review. The account is worth about &£15m. Agencies in the final pitch include Lowe Lintas, Cave Anholt Jonasan, Devarrieuxvillaret in France and KesselsKramer in Amsterdam.
Paradiset DDB, the incumbent agency, has pulled out of the global ad pitch. The agency created the final print campaign for the company to promote the brand’s spring and summer collection, themed “Le Chic Afreak”. The campaign shows Africa’s youth leading a glamorous lifestyle, with headlines from a fictional newspaper, The Daily African.
The creative director of the ads, Joakim Jonason, left in October to co-found Cave Anholt Jonason.
In April last year, Diesel entered the luxury goods market, buying Italian apparel manufacturer Staff International. The company, based in Italy, has launched its unisex fragrance, Diesel, and its extreme sports clothing collection, 55DSL.
