The agency will look to widen consumer coverage for the high-street fashion retailer to promote the product placement deal that it has with T4.
As part of the T4 series this summer, the show will go to a different town every week and scour the streets for the most stylish girls. Eventually, the two most fashionable locals will enter a head-to-head catwalk competition and the winner will be decided by T4 viewers in a live show.
The deal with New Look means that the brand will have its clothes featured in the show and on the catwalk. The campaign is made possible by the recent relaxation of the rules that surround product placement. New Look will also receive branding within the titles sequences around the programme.
The Lexis team working on the venture will be headed by consumer director Vicki Jobling. She will work closely with New Look’s in-house PR team and will be reporting to Peter Robinson and Natalie Pead.