TBWA Chiat/Day Wins $30 Million Global Samsonite Account

Business Wire, Feb 13, 1997

DENVER--(BUSINESS WIRE)--Feb. 13, 1997--Samsonite Corporation announced today the appointment of its first ever global advertising agency, TBWA Chiat/Day. The agency will be responsible for all the company's global broadcast and print advertising, and will support all of the company's brands -- Samsonite, American Tourister and Lark.

TBWA Chiat/Day Los Angeles pitched and won the $30 million account with the support of its international network. "We are proud to join in a long-term partnership with TBWA Chiat/Day," said Richard R. Nicolosi, Samsonite's chief executive officer. "They are globally strong both from a strategic and a creative standpoint, and we are convinced that they will make invaluable contributions to the strength of our brands throughout the world."

According to Bob Kuperman, President and Chief Executive Officer of TBWA Chiat/Day North America, "Samsonite is one of the great global brands and we're excited to be their agency. Actually, we're excited to be their agency again, because Samsonite was a founding client when TBWA started in 1970. Its been a great experience pitching the business with our international network, and we look forward to building the Samsonite brand with one vision and voice around the world."

The company's move to a global agency relationship is a key step in the current management's game plan to achieve a coherent and strong strategic direction to its leading luggage brands throughout the world. Ninety-three percent of travelers surveyed in the U.S. recognize Samsonite, making it the strongest brand in the category. Plans are underway to build on this strength worldwide by significantly broadening the range of product features and product offerings, introducing products in every price category and moving to a globally standardized product line.

Samsonite Corporation is one of the world's leading luggage manufacturers and distributors of luggage and business cases, marketing most of its products under the Samsonite, American Tourister, and Lark brands.

CONTACT: Robert Pondiscio

Hill and Knowlton, Inc.

(212) 885-0331