Burberry kicks off global media pitch

The fashion group has made approaches to networks ahead of a pitch for the business.

In February last year Burberry handed media buying and planning duties for its China and Hong Kong accounts to Maxus.

Agency sources suggested Burberry is considering several possible routes leading to greater consolidation, which may see the global business moved into one network or separate arrangements made on a region-by-region basis.

Burberry, which recently appointed BBH to work as its strategic brand partner, currently uses agencies on a local basis but is looking for a more consistent approach to its media planning and buying.

It is also reported to be considering greater use of digital media following the appointment of its first head of digital, Simon Gresham Jones, who joined from Microsoft in May.

Recent campaigns for Burberry include press activity, created in-house, to support its autumn/winter range that featured the Harry Potter star Emma Watson.

A Burberry spokesman said: "We are in the initial stages of a review of our global media buying strategy to create a cohesive international media buying structure."