TBWA wins $30m global Samsonite business

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OUDENAARDE, Belgium -- Luggage manufacturer Samsonite Corporation has picked TBWA as its first global advertising agency, awarding it the $30m account over four other rivals.

The business was won because of the agency's global strength, both creatively and strategically, says Luc Van Nevel, president of Samsonite International.

For Samsonite, the move to a single agency relationship is part of its plan to inject more consistency to its brands worldwide and to give its marketing a firmer sense of direction. The product range, under the Samsonite, American Tourister and Lark brands, will be given more features and will span all price categories in a new globally standardized product line.

TBWA Chiat/Day in Los Angeles and TBWA Campaign Co Amsterdam pitched jointly for the account. The two offices fended off competition from the joint teams of DDB New York and Paris; J Walter Thompson New York and London; Leo Burnett Chicago and Frankfurt; and McCann-Erickson New York and London, says Samsonite Europe's Communications Manager Paul Peeters.

Samsonite was a founding client when TBWA set up in 1970, notes TBWA's European President Alasdair Ritchie. "It's one of the great global brands."

Copyright February 1997, Crain Communications Inc.

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