Zenith Optimedia's Spanish office was instrumental in winning the account but its London office will plan and buy a UK campaign that breaks in April.
Pepe is expected to launch press and poster activity including ads in magazines such as The Face, ID, Glamour, Vogue and Esquire.
Pepe has not spent significantly on UK above-the-line advertising in the last year. However, during the 1990s Pepe evolved a strong creative history with a series of ads through Publicis, HHCL & Partners and then Leagas Delaney. Creative is currently developed in-house. Recent campaigns include a group of denim-clad models reclining on park bench wrapped in a Union Jack.
UK advertising from Pepe will be competing with the higher spends of brands including Levi's, Lee and Wrangler. Levi's currently spends around £8m above-the-line while Wrangler spends over £1m. Other competitors including Diesel, Guess and Replay have also built a presence in a crowded market.
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