Burberry, the high-end fashion brand, is understood to have called a review of its global advertising account. It is thought that it has already in talks with agencies.
Its advertising is handled in-house and in the past has featured a series of actors and models, most famously Kate Moss, and has been shot by a variety of high profile photographers, including Mario Testino.
It is thought that the move signals a strategy-in-strategy for the brand, which has been plagued by image problems in recent years for its association with “chav” culture. It is handling the pitch directly.
Burberry first used Moss in its advertising in 1998 and she is credited with boosting the brand’s high-end fashion credentials as well as bringing it to the attention of the mainstream. It was forced to scrap her after pictures of the model with cocaine appeared in the Daily Mirror. It later reinstated her but she has since been replaced by model Agyness Deyn (pictured).
The company reported a 13% increase in revenue for the six months to September 30, with retail revenue up by 14% over the period.
A Burberry spokesman denies that the company has started talks. He says:†”Burberry has not sought to and is not looking to hire a creative agency.Burberry is always looking for new and innovative ways to engage consumers and to support its marketing strategy. All creative work will remain in-house, as it always has been, led by our creative director Christopher Bailey.”