Initiative and BrandConnection have won the £15m pan-European media planning and buying account for Tommy Hilfiger. The account moves from Zenith Optimedia in the UK.
The review was overseen by Tommy Hilfiger director of European marketing Jan-Hin Hobes. Initiative Paris will be the lead office for Southern Europe and will be supported by local Initiative offices in the UK and Ireland, Spain and Italy. BrandConnection Netherlands will serve as the hub for Northern Europe, with support from BrandConnection Germany and local offices in Belgium, Scandinavia, Austria and Switzerland.
The account spans 13 European markets and the review is part of Tommy Hilfiger’s plan to become the most desired American lifestyle brand in Europe.
The company launched a new fragrance, endorsed by pop star BeyoncÃ© Knowles, last month. True Star was backed by a television campaign featuring the singer performing a special a capella version of Wishing On A Star.
The ad was part of a multimedia campaign that also included press ads in the November issues of magazines including Elle, Glamour, Vogue and FHM. Top Shop and MTV linked with Tommy Hilfiger to support the launch with an MTV tour of Top Shop stores. Hilfiger has launched a range of His’n’Hers lingerie for the Christmas market. The unisex range includes designer briefs and figure-hugging boxers for men and bodices and shorts for women.