French fashion chain Etam’s international account has been awarded to BMP DDB in London, which fended off rival pitches from several undisclosed agencies.

Etam wants to shed the slightly downmarket tag the brand has acquired in the UK to fight strong competition from other high street retailers such as Gap.

Etam has previously dealt primarily with French agencies for its major campaigns, although some UK work has been handled by Barrett Cernis since 1998.

The company has been co-ordinating advertising in the UK, France, Germany, Belgium and Luxembourg since the promotion of European marketing director Thierry Lenoir in June.

News Source: CampaignLive (UK)