Miller International has appointed recently launched The Shop Europe to develop its international communications strategy.
The youth marketing agency, which this month opened its London-based European office, was appointed without a pitch.
A pan-European campaign – to be launched in spring 2002 – will include online and viral marketing, PR, and bar and club promotions. The Shop will develop the international strategy and “creative feel” of the programme, as well as provide each country with promotional guidelines to ensure brand consistency across all markets. The activity may be extended into Central and South America and the Asia-Pacific.
While Miller is The Shop’s first client, the agency handles marketing for global club brand Miss Moneypennys, previously handled by Chemistry Marketing.
The Shop was set up following the merger of UK-based Chemistry Marketing and The Shop International. Chemistry Marketing was formed in 1996 and has worked on youth marketing programmes for brands such as Durex, Tia Maria, L’OrÃ©al and Sony PlayStation 2.