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NEW YORK Luxury luggage manufacturer Tumi will ratchet up its international advertising after years of relying on direct marketing, word of mouth and retail locations overseas, said Susan Gianinno, chairman and CEO of Publicis North America.
Publicis and Publicis Dialog last week won the $10 million global creative account, the agency confirmed, after topping sibling agency Saatchi & Saatchi, independent M&C Saatchi and the incumbent, Interpublic Group’s Avrett Free Ginsberg, all in New York.
While Tumi spent about $2 million on ads last year, according to Nielsen Monitor-Plus, advertising outside of the U.S.
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