Media Post: Rag Trade's Pounds 12.5m Silk Purse; McCann-Erickson Turns on Style for Fashion Account Fitzgerald Mug

By Deshmukh, Anita | The Birmingham Post (England), February 7, 2000 | Go to article overview

Media Post: Rag Trade's Pounds 12.5m Silk Purse; McCann-Erickson Turns on Style for Fashion Account Fitzgerald Mug


Deshmukh, Anita, The Birmingham Post (England)


Birmingham-based McCann-Erickson Business Communications is celebrating after winning a pounds 12.5 million account to handle global marketing for the world's leading dot.com on-line news and information provider for the fashion and design industries.

Worth Global Style Network was set up two years ago by brothers Julian and Mark Worth who ran a fashion business in Nottingham - home of designer Paul Smith - after they got increasingly frustrated at the difficulties in keeping track of the world industry.

Their website of 250,000 pages of information is updated every hour and covers fashion trends and information from around the world.

Pictures of major catwalk shows appear on the Internet within two hours after the event, keeping fashion pundits in the know.

It is used by designers, researchers, marketeers and the fashion industry in general, said McCann-Erickson managing director Eddie Fitzgerald.

He believes the account is the most lucrative ever awarded to a Birmingham company.

The McCann-Erickson team, co-ordinated by Mr Fitzgerald, beat off MC Saatchi and DLKW (Delaney, Lund, Knox, Warren) to secure the global business-to-business account.

"We chose McCann because they seemed to speak our language," said Mr Julian Worth, co-founder and joint managing director of WGSN.

"Their ideas were fresh, innovative and totally in line with our thinking. What impressed us most was the fact they had pretty much tied the campaign up at pitch stage - so with a few tweaks here and there we can start the programme almost immediately." McCann-Erickson has been given the brief to develop a creative and distinctive communications package that will enhance WGSN's growth in the global business arena.

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