MPG lands global Hugo Boss account

Regional - Hugo Boss has handed its global media business to MPG International beating several rival agencies including Mediaedge:cia, and incumbent PHD in the process.

The pitch was handled out of Germany and does not affect Hugo Boss' fragrances which are marketed by P&G. "MPG have a recognised expertise in fashion and luxury goods advertising, and it's a big thrill to be partnering with a brand like Hugo Boss," Stuart Clark, GM for MPG Singapore, said.

Hugo Boss' biggest markets in Asia are China and Japan, and MPG teams working around Asia will play an "integral part" to the global business, says Clark.

MPG already handles other fashion brand clients such as LVMH and Gucci.