Leagas Delaney in 5m Driza-Bone relaunch

Leagas Delaney has won the 5m global brief to reposition and relaunch cult Australian clothing and accessories brand Driza-Bone.

Leagas Delaney has won the £5m global brief to reposition and relaunch cult Australian clothing and accessories brand Driza-Bone.

It follows a pitch against two undisclosed agencies. The London office has been tasked with devising creative work, initially encompassing press, outdoor and online, to break in Australia in autumn.

The brand will then be relaunched, backed by the marketing campaign, in major markets, including the UK and the US, ahead of “ambitious” expansion plans.

The brand is known for being a rugged outerwear label, but wants to focus on fashion innovation and achieve a younger urban personality.

Chief executive Rod Williams says the agency will be tasked with positioning Driza-Bone in the “global market”.

Driza-Bone’s product range includes raincoats, shirts, shorts, T-shirts and hats.

In Australia, Driza-Bone uses a string of sporting celebrities to promote its wares, including Australian cricketer Brett Lee and Stephen Larkham, the Australian Rugby Union player. It also provided garments to clothe staff at the Sydney Olympic Games in 2000.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here