Lyle & Scott hires UK agency to lead on global marcomms brief

Fashion brand Lyle & Scott has appointed Zeitgeist to lead all aspects of its creative marketing and communications.

Lyle & Scott plans to grow its womenswear range.
Lyle & Scott plans to grow its womenswear range.

Creative comms firm Zeitgeist has won a competitive pitch process that involved 10 agencies pitching for various parts of Lyle & Scott's creative marketing output. 

Zeitgeist has been hired to deliver the Scottish clothing company's creative brand experiences in the UK and European markets across fashion, sport and music. It will serve as lead agency, managing other suppliers in the marcomms mix.

The agency’s immediate focus includes growing womenswear, launching the premium segments and building on the solid growth the brand has achieved through creative brand experiences and PR.

Founded in 1874, Lyle & Scott has undergone five years of sustained growth and in 2020 recorded its best financial results to date. 

The brand plans to treble its turnover over the next five years and cement its reputation as a premium British menswear brand on a global scale.

“Lyle & Scott has ambitious plans for growth on a global scale and great creative and communications are going to be integral in our ability to deliver,” Lyle & Scott brand director Ben Gunn said. 

“Zeitgeist demonstrated throughout that we are already aligned in our desire to create something authentic, aspirational and culturally relevant, while staying true to the brand's roots. We are excited by their energy, enthusiasm and out-the-box thinking, and look forward to delivering some exciting projects soon.”

Zeitgeist director Paul Kennedy added: “Lyle & Scott understand the role culture and sport can play in building an audience and customer base for their brand and we are excited to help them realise their ambitious plans. We loved their openness to ideas and willingness to be brave with their marketing, so it’s going to be a lot of fun working with them.”

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