Saatchi & Saatchi has been appointed to handle the 7m advertising account for Amplifon, one of the world’s largest distributors of hearing aids.
Saatchi has been handed the business without a pitch on the back of the brand’s relationship with research and development arm Industry@Saatchi.
A team comprising members from the main agency, Industry@Saatchi, shopper marketing division Saatchi & Saatchi X, Saatchi & Saatchi Interactive and Saatchi & Saatchi Design, is creating a television, direct marketing and in-store campaign for Amplifon that will break in October. A print and online campaign is about to launch ahead of the main activity.
Amplifon hired Industry@Saatchi at the end of last year (MW December 14, 2006) with a brief to turn the brand into a “Lovemark” – the name Saatchi gives brands that have deep emotional connections with consumers.
Industry@Saatchi strategy partner Andy Bell says: “Getting a hearing aid is thought of as a negative experience, something that many consumers will avoid for as long as possible.
“We want to change the perceptions of the UK consumer and turn Amplifon into a Lovemark.”
Industry@Saatchi has been working closely with Amplifon group chief executive Franco Moscetti and its board of directors since its appointment last year to develop an overarching global brand strategy.
Industry@Saatchi was established in 2005 to bridge the gap between advertising agencies and management consultancies.
It is headed by Vicki Moffatt, a former director of strategy at Saatchi London.