Zenith Media wins Ferragamo's $50m account

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LONDON -- Salvatore Ferragamo, the Italian luxury goods marketer, has awarded its estimated $50 million global media buying and planning account to Zenith media. Much of the work was handled in-house previously.

Zenith Media Italy will coordinate a print campaign that will run in 16 countries across four continents. Annamaria Zaffagnini at Zenith Media in Milan is responsible for worldwide coordination, working with regional managers based in New York and Hong Kong.

John Perris, chairman-chief executive of Zenith Media Worldwide, says this and other recent global account wins vindicates the agency's expansion in the last three years into the U.S., Asia and, most recently, Latin America via Argentina.

Salvatore Ferragamo began making shoes in the 1920s for Hollywood stars such as Rudolph Valentino and Audrey Hepburn. Today, the family-owned business markets shoes, handbags and luxury accessories in North America, Europe and the Far East. Its global sales are thought to be in excess of $450 million.

In January, a joint venture between Salvatore Ferragamo and Italian jewelry maker Bulgari was formed to launch perfume globally. They awarded the global perfume media account to Zenith.

Copyright June 1998, Crain Communications Inc.

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