Foot-care company Scholl has appointed DMB&B as its first pan-European
agency to spearhead its drive towards a stronger global brand.
DMB&B won the pounds 4.5m account following a pitch against Leagas
Delaney, Claydon Heeley and incumbent Publicis. DMB&B is also to handle
Scholl’s European media strategy.
Scholl is anxious to break away from advertising on a country-by-country
basis and wants to begin building an international advertising strategy
for its foot- and leg-care products.
DMB&B’s brief is to modernise the manufacturer’s image and beef up the
brand within the market place.
Scholl was previously run on a decentralised basis, with Publicis
winning the UK account in April following the collapse of Woollams Moira
Gaskin O’Mally last year. Publicis was also given a brief to create a
younger image for Scholl. Design Bridge has been developing a new
design, logo and packaging for the brand since last year.
Andy Byrd, DMB&B’s development director Europe, said the pan-European
campaign will be ‘provocative and contemporary’.