The decision followed a global review which saw the ouster of incumbent, Saatchi & Saatchi.
The global consumer advertising brief will be handled out of New York,
however, McCann Shanghai played a key role in the review by providing
insights related to the China market as well as input for initial
creative ideas that have been adopted to grow the Lycra brand
worldwide.
The Lycra brand, at the core of the Dupont Textiles and Interiors
product portfolio, is used in intimate apparel, hosiery, swimwear,
active wear and ready-to-wear clothing and non-apparel consumer goods, including shoes and bedding.
China is seen as a major growth market for the brand.
Lycra global brand manager, Linda Kearns, said: "The strategic and
creative insights that McCann demonstrated, along with its McCann global network, convinced us that it is the ideal partner for our aggressive global plans for the Lycra brand."
There was no review of the media assignment, which is handled by a
roster of agencies worldwide. In China, Universal McCann is Lycra's main
media agency.
