Filofax picks St Luke’s for ad push

Filofax, the iconic personal organiser brand, has appointed St Luke’s and communications planning specialist Goodstuff to handle its advertising account.

Filofax, the iconic personal organiser brand, has appointed St Luke’s and communications planning specialist Goodstuff to handle its advertising account.

The agencies have been asked to develop a campaign to break later in the year.

There was no incumbent agency before the search was launched through the Incorporated Society of British Advertisers (<I>MW</I> November 24, 2005).

Filofax had been working with a number of design agencies on marketing materials, including point-of-purchase work.

The new campaign will aim to give the brand a fresh feel to attract new customers. The work will focus on Filofax’s core personal organiser offering, rather than other items it has introduced in recent years, such as briefcases and small leather accessories. The company has not advertised since the 1990s.

Filofax marketing manager Sharon Golbey says: “Our product is as popular today as it has ever been, but many people are still surprised that there are over 30 different colours and styles, in six sizes. “Raising awareness of the variety of the Filofax range will be an integral part of the campaign.”

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