Lyle & Scott names Zeitgeist agency to lead new marketing push

By

Nigel TAYLOR

Published
Oct 29, 2020

Fashion brand Lyle & Scott has appointed the Zeitgeist agency to lead on all aspects of its creative marketing and communications.

Zeitgeist will now work as its lead agency for the menswear brand as well as managing other external suppliers, “delivering multiple creative brand experiences in the home and European markets across Lyle & Scott’s key pillars of fashion, sport and music”.

Immediate focuses for the agency will include growing womenswear, launching premium segments and building on the brand’s solid growth.

Zeitgeist's appointment comes after the retailer has seen five years of sustained growth and, in 2020, recorded its best financial results to date, Lyle & Scott said.

L&S noted its ever-increasing international business reflects the brand’s ambitious plans to treble its turnover over the next five years, “cementing itself as a premium British menswear brand on a global scale”, it added.

Lyle & Scott brand director Ben Gunn said: “Lyle & Scott have ambitious plans for growth on a global scale and great creative and communications are going to be integral in our ability to deliver.

“Zeitgeist demonstrated throughout that we are already aligned in our desire to create something authentic, aspirational and culturally relevant, whilst staying true to the brands roots”.