Press Centre

Truly Radley Deeply Campaign Launch
Spring Summer 2007

London – 22nd March 2007

Radley, the UK's leading handbag brand, is to launch its debut advertising campaign for the spring summer 2007 season.

Created by DDB London, the campaign will break in national weekend broadsheet supplements on 1st April, followed by placement in a series of premium monthly and weekly glossy consumer titles throughout April and May. The campaign will use four print advertisements, all double page spreads.

Entitled Truly Radley Deeply, the campaign has been designed to underscore the emotional attachment between a woman and her handbag, playing on a classic expression of love to develop a brand tagline that will form the creative platform for Radley, via its ATL and BTL communications.

The four individual executions evoke a sense of nostalgia and reference the inspiration behind the eclectic handbag designs featured, conveying the creativity, colour and design uniqueness that are central to the brand.

Nick Vance, Marketing Director for Radley + Co., said: “Developing the debut campaign for the Radley brand has been a lot of fun. When we recruited DDB London we presented them with the challenge of developing advertising that would define the brand’s different approach to the market. We are delighted with the team’s work and feel we are bringing something fresh and engaging to the category.”

Julian Calderara, Business Director at DDB London, said: “We were immensely impressed with Radley’s distinctive product that grows from a genuinely different way of thinking about fashion. The brief for the work was to find a public expression no less distinctive and well made than the bags themselves. Something I hope we have achieved. The ads were written and art directed by Steve Chetham.

Radley is a company to watch and we are very committed to helping them grow their business”.

Since its launch in 1998, Radley has grown to be the hero brand within the Radley + Co. stable. Characterised by the uniquely identifiable Scottie dog logo, Radley is stocked in its flagship store on London’s Kings Road (opened November 2005), and in over 500 retailers nationwide, including the country’s leading department stores.