USA: Esprit Signs Up AG Worldwide For $10m Ad Campaign

By just-style.com | 30 November 2000

Esprit de Corp announced today that it has retained the services of AG Worldwide, the award-winning marketing, advertising and design firm led by Peter Arnell, to create an innovative advertising campaign for its Spring 2001 line.

"We are pleased to join forces with Peter Arnell and his creative team at AG Worldwide," said Esprit Chairman Joseph E. Heid. "I greatly admire their ability to conceive, create and deliver advertising concepts that are memorable and effective."

Esprit is focusing on recapturing a year round business with a more contemporary customer. The new product line for Spring 2001, which will be featured in the campaign, is designed to appeal to a 19-to-25-year-old customer, with ages 16-to-35 as it's secondary target.

The campaign will be launched in April, and will feature both print and outdoor advertising. It is budgeted at $10m, according to Mr Heid.

"Esprit is a great American brand that everyone has a good feeling about," said Mr Arnell. "My job is to turn that goodwill into consumer relevance and desire. We are excited to be working on such an incredible assignment."

Mr Arnell has been chairman and executive creative director of AG Worldwide for the past two decades. The company is based in New York, with offices in San Francisco, Europe and Japan.

Companies: Esprit