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Diesel | Company Profile, Marketing Contacts, Media Spend, Brands

US-based Diesel is a retailer of clothing, footwear, and accessories for men, women, and children.

Main Telephone 020 7833 2255
Main Fax 020 7278 7554
Primary Address
55 Argyle Street
London, London WC1H 8EE

Diesel Contacts

Contacts (4)
Name Title City
Nick B. Planning Manager - UK & France London
Sample of Associated Brands
Email: *****@*******.***
Main Phone: 020 7833 2255
Direct Phone: *** **** ***   ext: ****
Direct Fax: *** **** ***
Assistant Name: ** **** ***
Assistant Phone: *** **** ***
Address: 55 Argyle Street
London, London

Katie J. Online Sales Manager London
Caroline B. Retail Operations Manager London
Joanne T. Head, Visual Merchandising London

Media Spend

Media Spend Summary
Media Spend Channel

Associated Brands

Brand Media Spend
Diesel ******

Agency Relationships

Brand Agency Service From To
****** ** *** ****** Digital, Social 2016 present
****** ********* ** Media Buying, Media Planning 2014 present

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Digital, Male-Fashion Opps: Diesel taps We Are Social for Q4 campaign

Subject: Clothing, Press, Digital, Cinema, Men, Fashion

Company: US-based Diesel is a retailer of denim and casual clothing, footwear, and accessories.

Opportunity: Appointed We Are Social to deliver a consistent digital strategy, handle social activation and develop a global outreach strategy for their #forsuccessfulliving autumn/winter 2016 digital global campaign. 

Diesel has increased digital over the last year and has had success on less conventional mobile platforms like Shazam and Tinder. Pathmatics data shows the retailer has greater success with a more programmatic approach. With We Are Social, the company can maximise its digital strategy for the highest ROIs.

Diesel's denim fashion usually appeals to 25-35 aged men, but the brand doesn't forget about women and children. In fact, this social media increase could be an attempt to pull in more female consumers. Online and social sellers should reach out immediately ahead of the festive increase and again ahead of next year's Q1 and Q3 back-to-school seasons. Mindshare handles media planning and buying.

Also note, Head of Multichannel Marketing Sophie Matthews has moved on after 6 years with the Diesel. The company could just tread water until new marketing leaders are appointed but a digital ramp up is inevitable.  Expect the retailer to make moves throughout the rest of this year, boost video and programmatic and shift to a more integrated strategy for 2017.

Additional Information

Media Spend: In 2015, Disel spent over £1.3m on press, cinema and digital. Early 2016, saw similar spending with less on cinema. Q3 and 4 seem to be the biggest peaks, but there is an additional increase in Q1.

Digital Breakdown: Per Pathmatics, Diesel spent £10.9k on desktop ads that generated 3.2m impressions from 22 creatives, since January. The chart to the right details the mostly programmatic share of spend, and top publishing sites include,, and During this time, £28.5k was also spent on video adverts that gained 2.2m impressions.

This is an increase from year-to-date 2015, when the company spent £17.6k on only gained 382k impressions with their 94% direct strategy. During this period, Diesel barely spent on desktop adverts, devoting only £606. It appears the retailer fairs best with a more programmatic strategy.

Competitors: Recent opps Giorgio Armani.

55 Argyle Street
London WC1H 8EE
T: 020 7833 2255

Ms Marika Orkamo
Marketing Director - Northern Europe

Ms Jo Jackson
Global Head of Content and Creative Services

Mr Nick Buckle
Planning Manager - Northern Europe

Mr Daniel Daynes
Global Digital Director