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Etam hires BMP DDB for international task.
BMP DDB has won the multimillion-pound international business for the fashion retailer Etam.
The agency won the account following a pitch against a number of undisclosed European agency networks. It is understood that the retailer had specifically requested the pitches were run at the networks' London offices.
It is expected that future work will aim to give the brand a clearer positioning in the face of stiff market competition from retailers such as French Connection and Gap.
Although relatively strong in its native France, the brand has consistently failed to shake off its downmarket image in the UK, despite a campaign in August 1997 fronted by the actress Patsy Kensit with the strapline "Clothes with ...
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