M+C Saatchi Sport & Entertainment has been appointed global PR agency of record for BOSS and HUGO, the two brands owned by Hugo Boss.
The agency will support the company’s global brand communications team and oversee activity across key markets including the UK, US and DACH region.
The remit covers a unified communications strategy designed to strengthen BOSS and HUGO’s presence across fashion, sport, art and culture.
M+C Saatchi Sport & Entertainment will also support the brands across major brand and business moments, including product and campaign launches, sporting partnerships, fashion shows, global events, retail activations and store openings.
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“As we look to accelerate the next phase of growth for our brands, it was important to find an accomplished, like-minded partner that could bring together strategic thinking, cultural expertise and international scale,” James Foster, SVP global marketing at HUGO BOSS, said.
“M+C Saatchi Sport & Entertainment demonstrated a deep understanding of our brands, our vision and the audiences we want to reach. Their experience across fashion, sport and culture, combined with a truly connected global approach, made them the ideal partner as we continue to strengthen the presence and perception of BOSS and HUGO worldwide.”
Laura Coller, CEO of M+C Saatchi Sport & Entertainment, said BOSS and HUGO represent a significant addition to its portfolio.
“We can’t wait to start our journey with the team and evolve and expand these iconic brands into new and exciting spaces together.”
The appointment comes as BOSS and HUGO continue to expand their presence through high-profile partnerships spanning fashion and sport. Recent collaborations include the Australian Open, BOSS Open, Laver Cup, Aston Martin Aramco Formula One Team, The Open, Hahnenkamm Races and the Art Basel Awards.
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