Advertising

Lycra confirms SapientNitro London as global agency of record ahead of brand-led multiplatform campaign

By Stephen Lepitak | -

SapientNitro

|

Lycra article

January 30, 2014 | 3 min read

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.

Lycra logo

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.

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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.

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SapientNitro, part of Sapient, is an integrated marketing and technology services firm. We create and engineer highly relevant experiences that accelerate business growth and fuel brand advocacy for our clients. By combining multi-channel marketing, multi-channel commerce and the technology that binds them, we influence customer behaviour across the spectrum of content, communication and commerce channels resulting in deeper, more meaningful relationships between customers and brands. SapientNitro services global leaders such as Chrysler, Citi, The Coca- Cola Company, Singapore Airlines, Target and Vodafone through our operations in North America, Europe and Asia-Pacific. For more information, visit our website or follow us on Twitter.

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