Richemont, the second-largest luxury goods group in the world, called a global review of its account three months ago (北京赛车pk10, 15 April).
The bulk of the business was split between three networks - Mediaedge:cia was the incumbent in Europe, Universal McCann in North and Latin America, and OMD in Asia. Smaller shops are used in some markets, including Japan and the Middle East. Mediaedge:cia decided to withdraw from the pitch in April and outcomes in markets outside Europe have yet to be reached.
Richemont's brands include the gentlemen's outfitter Alfred Dunhill, Cartier jewellery, Hackett clothing, the gunmaker Purdey and Mont Blanc pens. Its advertising strategy tends to focus on the upmarket press.
The company has been consolidating its media planning and buying in stages for the past five years. MEC won the pan-European account in 2000, OMD won the newly consolidated Asia-Pacific business in 2001 and Universal McCann was appointed to the US business in 2003.
The bulk of Richemont's creative work is still handled in-house, although the company took the step of hiring VCCP in July last year to oversee the global advertising for its Dunhill brand. The agency was given a brief to raise Dunhill's profile across Singapore, the UK, Japan, Germany and Italy.
Based in Geneva, the company is controlled by the South African Rupert family. According to its most recent financial results, Richemont enjoyed a 10 per cent sales in-crease to 拢3.7 billion for the year to 31 March 2005, with profits up by 71 per cent.
No-one at ZenithOptimedia would comment on the win.
- Comment, page 48.
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