High-end British fashion brand Burberry has awarded Interpublic Group’s Universal McCann its media planning and buying assignment for the U.S. and several other markets after a review, the client has confirmed.
The other finalist in the review was WPP Group’s Mindshare.
In the U.S., the client spent $15 million last year, down from $17 million in 2008, per Nielsen.
The other markets in the review included the U.K., France and the Asia-Pacific region. Spending for those markets was not immediately available.
Burberry said the appointment allows it to move from multiple agencies towards one global advertising structure, “complementing Burberry’s existing teams globally.” The client did not identify the incumbents on the business.
The UM assignment takes effect with the brand’s autumn/winter 2010 advertising campaign launching in June this year, the client said.
According to Sarah Manley, svp, marketing and communications at Burberry, the move to UM will allow the client “to fully leverage our iconic brand and advertising with a very pure and consistent message across all channels. The partnership also gives us greater flexibility and opportunities allowing us to maximize our effectiveness in everything from buying, planning, insight, search, analysis and beyond.”
The client said that all creative work would remain in-house under Burberry CCO Christopher Bailey, who is responsible for the company’s overall image and branding.