Galeries Lafayette advertising budget crosses the Channel
The Galeries Lafayette's advertising budget has crossed the Channel, according to media specialist Stratégies. The department store chain has hired Wednesday, a subsidiary of British agency the Saturday Group, to review its advertising message. Galeries Lafayette worked with the ASAP agency and Jean-Paul Goude for a long time. With a saga that evidently made its mark.
Without a doubt, the arrival of Nicolas Houzé at the head of the retail chain with an evolution in the strategy and its accelerated internationalisation contributed to this change.
Wednesday is specialised in fashion, with clients like Alexander McQueen, Armani, Balenciaga and John Varvatos, and retailers like Net-A-Porter.com, H&M, etc. It also has offices in New York.
Several agencies were part of the competition to land the contract. Other than Wednesday, there was Fred & Farid, TBWA, Sid Lee and BETC. Still according to Stratégies, "The visual identity offered by the last one was a favourite."
The department store chain's new campaign should be rolled out in the second quarter of 2015. Stratégies reports a gross media budget of 74 million euros ($84.8 m/£56.1 m) in 2013.
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