Dunhill repositions to aim at younger market

English luxury goods brand Alfred Dunhill is repositioning to focus on a younger market. It hopes to challenge rivals such as Burberry, which has successfully revived its brand.

Dunhill is looking for an advertising agency to carry out the repositioning work and to create a new global corporate image.

Agencies from London, Paris and New York have been approached about taking the brief. The successful agency will develop a new advertising campaign that will run globally in about 15 key markets.

The agency search is being masterminded by Peter Cross, Alfred Dunhill’s communications director, who declined to comment on the developments.

The incumbent advertising agency in the UK is WCRS, which picked up the business a year ago from Bartle Bogle Hegarty.

Alfred Dunhill is also planning to open a flagship store in London’s West End, possibly on Regent Street.

Rival luxury brand Burberry has successfully moved away from the traditional “old English outdoor” image with endorsements from celebrities such as Liam Gallagher and an advertising campaign featuring Kate Moss and celebrity royal Frederick Windsor.

Alfred Dunhill is owned by Richemont, the Swiss tobacco and luxury goods group. Richemont is currently reviewing its pan-European media buying arrangements. The company plans to consolidate its brands into one network.

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