Diesel Chooses Saatchi

New Footwear Line to Get Worldwide Push
LOS ANGELES–Diesel Footwear has awarded its estimated $4-5 million U.S. and overseas account to Saatchi & Saatchi Pacific in Torrance, Calif., following a review. The agency prevailed over five undisclosed Los Angeles- area shops.
“Saatchi & Saatchi Pacific demonstrated a thorough and unique understanding of the Diesel culture,” said Maurizio Marchiori, Diesel’s international advertising and communications director.
The account initially will encompass trade advertising and brochures, with consumer magazine and TV work to follow. Trade ads will begin running in February, Marchiori said, and consumer ads will break in the U.S. and overseas in June.
“We didn’t pitch advertising,” said Joe McDonagh, the agency’s executive creative director. “We pitched ourselves and our understanding of the brand.”
Saatchi’s Andrew Kennedy will head up the account, and Greg Harrison will serve as group creative director.
Marchiori and other executives flew to Los Angeles last week from Diesel’s headquarters in Molvena, Italy, to meet with the contenders.
“We had a really good feeling about [Saatchi] right away,” Marchiori said. “To us, this was more important than anything else.”
Global Brand Marketing, a newly formed Santa Barbara, Calif.-based company, has a licensing agreement with Diesel to market its Diesel Footwear line. Killick Datta, GBM’s chairman and chief executive officer, said the selection of Saatchi “bonds our new family at Diesel.”
The worldwide Saatchi network will be involved as the campaign progresses. As many as 85 countries will be targeted. –with Michael McCarthy