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SapientNitro wins global AoR for Lycra brand

SapientNitro has been tasked with bringing to life the brand's positioning through a connected ecosystem of experiences across advertising, digital engagement and multi-channel marketing efforts

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SapientNitro wins global AoR for Lycra brand

SapientNitro has been tasked with bringing to life the brand's positioning through a connected ecosystem of experiences across advertising, digital engagement and multi-channel marketing efforts

BestMediaInfo Bureau / Delhi / February 3, 2014

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SapientNitro, part of Sapient, has announced that it has been appointed global advertising agency of record for the Lycra brand. Invista, which owns the Lycra brand, has tasked SapientNitro with responsibility for global brand strategy, advertising, digital, social and customer experience.

The appointment aims to bring to life the brand's positioning through a connected ecosystem of experiences across advertising, digital engagement and multi-channel marketing efforts designed to drive deeper engagement with consumers and customers.

Invista's decision to assign a new global advertising agency of record comes as it places renewed emphasis on the Lycra brand, making clear its product advantage – and enhancing its appeal along the entire apparel value chain – mills, packagers, brands, retailers and consumers.

Bob Kirkwood, Executive Vice-President of Marketing at Invista, said, “Lycra is one of the best known ingredient brands globally and we have high aspirations for the brand. We want to communicate Lycra's brand positioning to the millennial generation and build a consumer following of Lycra brand ambassadors.”

The global Lycra brand account will be run out of SapientNitro's London office. The work will involve TV-led brand advertising as well as cooperative campaigns with famous garment and retailer brands and will be rolled out globally across key regions in 2014. The campaign will also include print, digital and social activities to create integrated, immersive stories and experiences that live across brand communications in today's always-on world.

Nigel Vaz, SVP and European Managing Director at SapientNitro, said, “Invista is an exceptional global innovator. Invista, owner of the Lycra brand, is a fantastic global advertising account win for us and a powerful demonstration of where our 'Storyscaping' 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.”

Info@BestMediaInfo.com

Info@BestMediaInfo.com

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