Fred Perry calls in The Zeitgeist Agency amid anniversary celebrations

Fred Perry has chosen The Zeitgeist Agency as it seeks to expand its work with musicians during its 60th anniversary.

Paul Weller: is also a long-term collaborator with the label
Paul Weller: is also a long-term collaborator with the label
The agency was approached by the fashion label for a six-month consumer brief following previous work around the Fred Perry co-sponsored Dot to Dot Festival.

It will now work on seeding recorded music content off- and online, with a focus on expanding current work in the UK, US, Germany, Scandinavia and France.  

The brief will see the agency use content recorded both at the festival, which took place earlier this month in Nottingham, Bristol and Manchester, and at the bimonthly SubSonic night in London.

Targeted media online will range from respected blogs through to well-known websites such as Pitchfork.

The Zeitgeist Agency will also be working on music content around anniversary celebrations taking place in London, New York and Berlin during September.

Head of marketing Richard Martin said that Fred Perry was working with musicians ranging from up and coming acts such as Factory Floor through to established artists such as veteran DJ Andrew Wetherall. Paul Weller is also a long-term collaborator with the label.

Martin said: ‘What we’re trying to do is communicate our position as a supporter of new emerging music and we’re also aware that creative British art still has a global currency. We’re a heritage brand but with a contemporary relevance and we wanted to blend the history of where we came from with a contemporary edge.’

Jamie Stockwood, co-founder of The Zeitgeist Agency, added: ‘With the variety of artists we’re working on, it’s about getting the right content to the right places. Even some of the bigger music titles don’t have the resources to make content of broadcast quality, so we can provide them with that.’

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