Lycra owner Invista has confirmed the appointment of SapientNitro as its global advertising agency of record, with a brand-led multi-platform marketing campaign set to get underway later this year as a result.
The appointment will see the agency made responsible for Lycra's global brand strategy, which will also include advertising, customer experience, digital and social activity development as it aims to bring life to the brand’s positioning.
Headed by the agency’s London office, the strategy will be led through a TV advertising campaign that will aim to deliver deeper engagement with consumers with a new emphasis set to be placed on the Lycra brand and its advantage and appeal to mills, packagers, retailers and consumers.
Nigel Vaz, SVP and European managing director at SapientNitro, described Invista as “an exceptional global innovator."
He added that the account was “a fantastic global advertising account win" for the agency and "a powerful demonstration of where our StoryscapingSM approach - which combines the power of storytelling with systems thinking to allow brands to create not just ads but worlds - can take us and our clients.”
Bob Kirkwood, executive vice president of marketing at Invista, added that: “Lycra was one of the best known ingredient brands globally and we have high aspirations for the brand. “ He added that it planned to communicate the brand positioning to millennials, while building a consumer following of brand ambassadors.
It is understood that the brand will also partner with major garment and retail brands as it rolls out the campaign globally later this year, and will also include print, digital and social activity.