HUGO BOSS names global PR and comms agency

HUGO BOSS's brands BOSS and HUGO have appointed M+C Saatchi Sport & Entertainment as its global PR agency of record. 

The remit will see the agency support the company's global brand communications team while overseeing communications across key markets including the UK, US and DACH. The appointment aims to deliver a unified and scalable communications strategy to strengthen the brands' presence and cultural relevance across fashion, sport, art and culture.

Under the partnership, M+C Saatchi Sport & Entertainment will support BOSS and HUGO across major brand and business moments, including product and campaign launches, sporting partnerships, fashion shows, global events, retail activations and store openings.

It will also help strengthen the brands' positioning at the intersection of fashion, sport and culture through earned media, strategic partnerships and 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," said James Foster, SVP global marketing at HUGO BOSS.

"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," added Foster. 

Laura Coller, UK CEO of M+C Saatchi Sport & Entertainment, added: "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."

Meanwhile, Robin Clarke, global CEO of M+C Saatchi Sport & Entertainment, said the agency's ability to manage both global and local responsibilities through one integrated international team would be key to bringing the brands' vision to life across markets.

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. 

Photo credits to BOSS, Facebook. 

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