Ronaldo underwear brand apoints M&C Saatchi to retained brief

CR7 by Cristiano Ronaldo has appointed M&C Saatchi Sport & Entertainment as its retained international PR and marketing agency for 2014.

CR7 by Cristiano Ronaldo: launched in Madrid
CR7 by Cristiano Ronaldo: launched in Madrid

This follows the agency’s handling of the launch of the brand last year, which involved erecting a 19m-high image of Ronaldo modelling pants from the range in Madrid.

The agency's remit has been increased to include international above-the-line and retail campaign delivery, a global launch strategy for the brand’s second collection, ongoing international PR support, social media integration and brand development.

Ronaldo will be featured prominently in the campaigns, which a statement from M&C Saatchi claims will involve "PR as a centrepiece".

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