Havas’ MPG Wins Escada Luxury Fashion Work

Will buy and plan media for $3 million-$5 million account

Havas' MPG media network has won German high-end women's fashion group Escada after a review in which it prevailed against incumbent MediaCom and Mindshare, both units of WPP, and Omnicom's PHD.

A MPG global team led the pitch out of the company's Frankfurt, Germany, office, which will manage international coordination of the business.

In 2010 Escada spent about $3 million-$5 million on measured media. MPG will handle media planning and buying for all of Escada’s products, with the exception of fragrances and eyewear. 

The agency has oversight for markets in Europe, the Americas, and Asia. Escada's products are sold in more than 80 countries.

MPG, the biggest network within Havas Media, has worked with other fashion and luxury clients including Hermes, Burberry, and LVMH for brands like Kenzo