|Samsonite has been trying to move upmarket.
The account will be led out of Brussels, and the agency will split media duties in Europe with Interpublic sibling BrandConnection. Initiative will also work to develop nontraditional media strategies.
Later this year, Samsonite will launch a new ad campaign, designed by Omnicom Group’s TBWA Worldwide, New York.
A move upmarket
Under president-CEO Marcello Bottoli, Samsonite has been trying to move upmarket. In a press release, Samsonite's chief marketing officer, Annick Desmecht, singled out its luxury Black Label brand as a marketing priority.
An Initiative rep declined to disclose billings. However, an executive familiar with situation said they’re expected to be in the $30 million to $35 million range.
Initiative bested Omnicom’s Manning Gottlieb OMD and WPP Group’s Mediaedge:cia in the review.