SapientNitro has been appointed global advertising agency of record for the LYCRA® brand. INVISTA, which owns the LYCRA® brand, has tasked SapientNitro with responsibility for global brand strategy, advertising, digital, social and customer experience. The appointment aims to bring the brand’s positioning through a connected ecosystem of experiences across advertising, digital engagement and multi-channel marketing efforts designed to drive deeper engagement with their consumers and customers. INVISTA’s decision to assign a new global advertising agency of record comes as it places renewed emphasis on the LYCRA® brand, making clear its product advantage – and enhancing its appeal along the entire apparel value chain – mills, packagers, brands, retailers and consumers. Bob Kirkwood, Executive Vice-President, Marketing, INVISTA, says, “LYCRA® is one of the best known ingredient brands globally and we have high aspirations for the brand. We want to communicate our LYCRA® brand positioning to the millennial generation and build a consumer following of LYCRA® brand ambassadors.” The global LYCRA® brand account will be run out of SapientNitro’s London office. The work will involve TV-led brand advertising as well as co-operative campaigns with famous garment and retailer brands and will be rolled out globally across key regions in 2014. The campaign will also include print, digital and social activities to create integrated, immersive stories and experiences that live across brand communications in today’s always-on world. Nigel Vaz, SVP and European Managing Director, SapientNitro, says, “INVISTA is an exceptional global innovator. INVISTA, owner of the LYCRA® brand, is a fantastic global advertising account win for us and a powerful demonstration of where our StoryscapingSM approach – which combines the power of storytelling with systems thinking to allow brands to create not just ads but worlds – can take us and our clients.”