Initiative was awarded the business after a media review and will be tasked with global media planning and buying for Samsonite's new premium Black label range.
The media business, which spans 22 markets accross Europe, Asia Pacific, Latin and North America will be run out of four key regional centres based in Brussels, New York, Hong Kong and India.
The European business will be jointly run by Initiative and BrandConnection, part of the Initiative Group, according to client and market needs.
Initiative will also work closely with Samsonite to develop ongoing marketing strategies and non-traditional media campaigns.
Annick Desmecht, chief marketing officer for Samsonite, said: "Initiative will be a key partner in helping us further position our Samsonite Black label."
TBWA\ is handling the global creative, which will be launched later this year.
If you have an opinion on this or any other issue raised on Brand Republic, join the debate in the.
_1.jpg)
.jpg)
