Armani seeks digital shop for scent ranges

by Ed Kemp, Marketing 05-Feb-08, 10:30

LONDON - Armani, the Italian fashion brand, is looking for an agency to roll out a digital marketing strategy for its men's and women's fragrance ranges.

The company has approached a number of UK agencies to pitch for the brief, with a result expected by the end of the month. The search is being handled by Armani.

Armani fragrances include men's scents Aqua di Gio, Black Code and Armani Mania, and women's variants Armani Diamonds and Armani Mania Women. The fashion label also has several (Product) Red fragrances in association with charity (Red).

Armani has previously backed its women's fragrance Emporio Armani Diamonds with a TV ad starring pop star Beyonc? Knowles, in which she sings the song Diamonds Are a Girl's Best Friend.

Last year, Armani signed former England football captain David Beckham to model its underwear collection. The player is believed to have agreed a three-year deal with Armani worth about £10m, which will also see him pick up a share of product sales.