Mango Selects Optimedia for U.S. Chores

NEW YORK Spanish retailer Mango has selected Optimedia for U.S. planning and buying chores.

“This is Mango’s first media agency appointment,” said Antony Young, president of Optimedia U.S. The clothier is building its retail presence in the U.S. and as a result needs media representation. All of the creative duties are handled out of Europe, Young said.

While Mango is well established in Europe, it is opening stores in cities including Boston, Chicago, New York and Santa Monica, Calif., this year. It is branded domestically as MNG by Mango.

Optimedia was approached by Mango and asked to compete against five other agencies for the business, said Young.

Duties include all media planning and buying duties for the company’s clothing lines, stores and its New York flagship in SoHo, set to open this winter.

Young said the media agency would handle traditional print and street activity. Store openings will also be a focus. “The goal is to get people in the stores. This brand has enormous potential, and we look forward to contributing to its success here,” he said.

Optimedia U.S. will promote MNG by Mango’s exclusive design collection by Penelope Cruz and her sister, Spanish dancer and actress Monica.