Samsonite assigns creative duties to Contract
07 Jul 2009
Contract Advertising will now be handling the creative duties for Samsonite India, after a multi-agency pitch. The agency will be handling both the brands in Samsonite's portfolio: Samsonite and American Tourister. TBWA India is the incumbent agency.
The win for the agency comes in the wake of a multi-agency pitch, which was called for following end of the global relationship of Samsonite with its eight year old creative partner, TBWA.
This year, the brand is looking at widening its advertising to include television advertising, too. Internationally, the brand is present on television. In India, as a premium brand not targeted at the masses, it chose to remain away from television advertising.
TBWA partnered Samsonite for eight years on the creative front, in between which O&M came on board for a short while of about six months – after which the account moved back to TBWA.
American Tourister is designed as a brand for mid-level managers, and Samsonite, has three sub-brands - Samsonite Black Label (for top level executives), Timberland and Lacoste Luggage.
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