River Island appoints ODD for SS’17 global campaign

River Island, the family owned high street fashion brand, has appointed creative agency ODD, following a three-way competitive pitch against Wednesday and the incumbent Studio Boulevard.

With over 60 years of fashion retailing heritage, the UK brand, now has operations internationally, across Europe, Asia and the Middle East.

ODD has been tasked with developing an integrated global campaign, which will roll out across TV(TBC), press, online and social.

Josie Roscop, Customer Director, River Island said, “As the fashion landscape continues to become increasingly democratized, we have recognised the need for a stronger and more differentiating campaign message, that embodies the brand’s values and personality. ODD demonstrated an enthusiasm for the brand’s ambition and showcased a concept that will take us in a new direction, and one that we’re excited to pursue.”

Nick Stickland, Executive Creative Director, ODD added, “River Island asked us to push the brand creatively, so we did – and we’re very much looking forward to working with the team to bring the campaign to life.”

News of ODD’s appointment was detailed in an article published by The Drum, which outlined the brand’s continuing experimentation with the media mix, and its success with Snapchat – read the full piece here.

The campaign will launch in February 2017.

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