TBWA/Edinburgh wins £2m Base London task

Base London, the footwear and fashion brand, has appointed TBWA/Edinburgh to handle its &£2m advertising account.

The appointment, overseen by brand manager Becky Munslow, was made without a pitch following a credentials viewing from five agencies. The Edinburgh agency takes the business from Banc.

The agency’s first work for Base will be on a new product range. The appointment also coincides with a refit of the fashion brand’s flagship store on Carnaby Street, London.

TBWA/Edinburgh is headed by managing partner Gary O’Donnell and was originally set up to work the Scottish Labour Party’s campaign for the Scottish parliamentary elections last year (MW September 12, 2002).

Base London began as a mens’ shoe company but moved into the menswear clothing market in August 2002 with a range that included casual jackets, trousers, shirts, T-shirts and jumpers (MW May 30, 2002). It also launched a women’s shoe range in April 2002 (MW March 28, 2002).

Its products are available in the flagship store, which opened in October 2002, and fashion outlets such as Arnotts, Blacks Retail, First Sport and Lapel Menswear. Last reported profits for the company revealed flat sales of &£20.8m and a drop in pre-tax profits of 92 per cent to &£37,177 for the year ending May 31, 2003.

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