Diesel hires top fashion PR as its marketing chief

Diesel, the Italian fashion brand, has appointed public relations consultant Andy Griffiths to its top UK marketing post.

Griffiths will take over from former Boxfresh marketer Dan Barton in the role of head of marketing and communications.

Griffiths comes from London-based lifestyle and consumer PR agency Halpern, where he was joint divisional director in the fashion team. Brands he has worked on include Ermenegildo Zegna, Jaeger and Sole Trader.

He will report to Diesel Group UK managing director Christiano Quieti and will also be responsible for marketing Diesel and its sub-brands DSquared, 55DSL and Margiela.

Diesel spent £1.2m on advertising in the year to March, although much of the fashion group’s marketing budget goes on in-store activity and sponsorship, such as the annual Diesel U-Music award show for unsigned bands.

Paris-based agency ER27 took over the Diesel creative account from the Dutch agency KesselsKramer in April. A review for the “street” sub-brand 55DSL is under way.

Barton left the UK to fill the director of marketing and communications post for North America.

He reports to vice-president for marketing Maurizio Marchiori. He spent a six-month stint at Boxfresh as marketing communications manager, launching the clothing label in the UK, before joining Diesel in 2000.

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