Edwards Groom Saunders (EGS) has been appointed by Storm London to handle its communications planning business, as the fashion accessories brand moots using television for the first time.
The start-up agency, launched by three former Starcom directors in March, will manage Storm London’s entry into the integrated broadcast sponsorship market in the autumn.
Incumbent Media Campaign Services (MCS) will continue to handle the media buying.
Storm London marketing director Anna Lee has confirmed the appointment and says it is in the process of shortlisting potential broadcast partners to deliver the strategy. They are looking at pairing with “up and coming” programmes on various TV channels.
Storm London, best known for its watches, also manufactures jewellery, eyewear, clothing and accessories, sold through Storm boutiques as well as independent stores and online.
It is also expanding its global presence – it has dedicated stores in Dublin, Prague, Russia and Australia, with more to open this year.
EGS has picked up business that includes Nando’s and soup brand New Covent Garden since setting up earlier this year. Starcom Europe Middle East and Africa managing partner Pete Edwards and business director Jez Groom resigned late last year to join former client services director Will Saunders in launching the communications planning agency (MW November 24, 2005).