Resonate lands Fila UK PR remit

Fila has hired Resonate for UK comms as it targets affluent 30 to 49-year-olds and positions itself as an elite Italian performance brand.

Resonate is to undertake 'aggressive' media relations and product placement, while helping to promote sponsorship of 'up-and-coming UK tennis talent'.

Fila's repositioning sees it ditch unsuccessful associations with hip-hop and basketball to focus on racquet sports and - in 2006 - skiing and trekking.

Chime-backed Resonate won the account after a drawn out three-way pitch that kicked off last year.

Have you registered with us yet?

Register now to enjoy more articles and free email bulletins

Register
Already registered?
Sign in

Would you like to post a comment?

Please Sign in or register.