De Rigo transfers to Media Sphaera management of budget, up by 70%

 De Rigo has transferred media management to Vito Papa’s Media Sphaera. The Treviso-based agency specializing in integrated communication services and strategic marketing will be the Group’s partner for the whole of 2010 and will take over from Mediaedge:cia. De Rigo house brands manager, Barbara De Rigo, talked about it in DailyMedia and confirmed all the launches envisaged for the sun collections in April and May. These were disclosed in an article in our January 29 number about the imminent choice of a new media partner for the company.

Also confirmed is the important commitment to communication, with a budget 60-70% higher than last year’s. This substantial investment is allocated to the Lozza’s return to communication with a testimonial from the world of music. Because music has always been part of the brand’s DNA, the relevant strategy will be linked to music also for the outlet. This year, a new agency, Auge, has taken over from Zanon Partners for the production of campaigns to appear in April periodicals. Lozza will also be part of a significant co-marketing action with Maserati in a supporting campaign, also by Auge, appearing in April/May in the newspapers “Il Sole 24Ore”, “La Repubblica” and “Il Corriere della Sera”. Police, another De Rigo brand, will be the protagonist in the ad campaign planned for April, for which there will be a considerable increase in investment in periodicals and outdoor, with the creativity by 1861united and a strong presence on the Internet. Sting has also moved from the agency ADV Performance to Zanon Partners, but the creativity for the print campaign in April will be by the former agency. In the meantime, the partnership between Sting and Yamamay has been increased twofold with a line of vision eyewear to be presented at Mido. In March, Yamamay for Sting will appear in women’s weeklies and monthlies with images from photographic sessions on beachwear.

Source: Daily Media