MUMBAI: High-end luggage maker Samsonite Corp has awarded its global media business to Initiative after a comprehensive media agency review. Interestingly, Initiative India has been servicing the Indian business since April this year.
Initiative India president Kartik Iyer says, "In India Initiative has been working with Samsonite since April 2005. The account can be estimated at approximately Rs 120 million and would include the media buying and planning activities for the brand's efforts in the country."
Initiative has been chosen for its ability to deliver effective global solutions to Samsonite's communications needs by combining a global capability with local expertise.
The core assignment is for media planning and buying. A new global creative campaign, designed by TBWA, will be launched later this year. Samsonite will also be working closely with Initiative to develop on-going tactical marketing strategies and non-traditional media solutions.
Samsonite chief marketing officer Annick Desmecht says, "We are delighted to form a partnership with the Initiative network, as we prepare the launch of our new global advertising campaign. Initiative will be a key partner in, helping us further position our Samsonite Black label brand as a premium, luxury line within our Samsonite portfolio of products. Samsonite Black label will appeal to our most demanding and experienced travelers through even more unique designs, while continuing to deliver the same quality, durability, and functionality Samsonite is known for worldwide."
A multinational team, led out of Brussels, will begin work immediately across 22 markets in Europe, Asia Pacific, Latin America, Canada and the US through four key regional centers based in Brussels, New York, Hong Kong, and India. European activity will be split between Initiative and BrandConnection, part of the Initiative group, according to market and client needs.
Initiative's Global CEO Alec Gerster says, "We are proud to partner with Samsonite, one of the world’s most recognised brands, renowned for both its quality and innovative product design. We are delighted to work with them to successfully leverage the Samsonite name worldwide."
