Pedone to Tout Chain’s New Stores

Pedone & Partners touts the “revolutionary” nature of Hennes & Mauritz in a new regional radio campaign aimed at publicizing the Swedish clothing chain’s expansion plans.

The New York shop has handled H&M’s U.S. media since April. There was no review for either the media or the creative assignment.

Two 60-second radio spots, which break Aug. 19, feature a voiceover that says: “H&M fashion movement has hacked into radio waves. A resistance transmission follows.

“Fellow revolutionaries, the time has come to fight for fashion,” the voiceover continues in one spot. Both end with the line, “H&M: liberating the world of style.”

The ads are targeted mainly at consumers ages 18 to 34, said Walter Coyle, shop svp, media director. They will be customized to the 12 regions in which H&M is opening stores this fall. Stores are set to open in New York, Massachusetts, Del a ware and Pennsylvania.

The Stockholm-based client’s other creative efforts are handled in-house. Pedone has begun placing the latest work in September issues of magazines such as Vogue and GQ. The shop is also charged with placing in-cinema slides, promo tional materials and newspaper ads.

Coyle’s relationship with Joakim Gip, H&M’s new marketing director, was key in helping the agency land the business, said Coyle. The two worked together more than two years ago when Gip was Ikea’s head of marketing and Coyle was group media director on Ikea at Deutsch.

Spending was undisclosed. H&M spent about $500,000 in U.S. measured media in 2001, according to CMR; no spending is recorded for the first five months of 2002.