HUGO BOSS names global PR and comms agency

M+C Saatchi Sport & Entertainment has been retained as the global PR agency of record for BOSS and HUGO, the two brands owned by HUGO BOSS.

Under the long-term agreement, the agency will support HUGO BOSS’s global brand communications team, helping to define an overarching communications strategy while also overseeing execution across key markets, including the UK, US and DACH region.

The remit is designed to strengthen BOSS and HUGO’s positioning at the intersection of fashion, sport, art and culture. It spans product and campaign launches, sporting partnerships, fashion shows, global events, retail activations, store openings, strategic partnerships, earned media and high-impact editorial opportunities.

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"As we look to accelerate the next phase of growth for our brands, it was important to find an accomplished, like-minded partner that could bring together strategic thinking, cultural expertise and international scale," James Foster, SVP global marketing at HUGO BOSS, said.

"M+C Saatchi Sport & Entertainment demonstrated a deep understanding of our brands, our vision and the audiences we want to reach. Their experience across fashion, sport and culture, combined with a truly connected global approach, made them the ideal partner as we continue to strengthen the presence and perception of BOSS and HUGO worldwide," he added. 

Laura Coller, CEO of M+C Saatchi Sport & Entertainment, said BOSS and HUGO represent a significant addition to its portfolio.

"As two of the world’s most recognisable premium fashion and lifestyle brands, BOSS and HUGO represent a significant addition to our portfolio. We can’t wait to start our journey with the team and evolve and expand these iconic brands into new and exciting spaces together," said Coller.

In tandem, Robin Clarke, global CEO of M+C Saatchi Sport & Entertainment, said, “Leading both global and local responsibilities through one integrated international team is a key strength of ours, and we're excited to be part of bringing the vision of BOSS and HUGO to life in markets around the world."

The appointment comes as BOSS and HUGO continue to expand their presence through high-profile partnerships spanning fashion and sport. Recent collaborations include the Australian Open, BOSS Open, Laver Cup, Aston Martin Aramco Formula One Team, The Open, Hahnenkamm Races and the Art Basel Awards. 

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