BBH London Vrooms with Vespa

Vespa, the iconic Italian scooter brand of the Piaggio Group, has appointed BBH London as its global advertising agency, without a pitch.

BBH will develop a new brand positioning for Vespa by drawing on the strength of the brand’s heritage whilst appealing to a modern, global audience. BBH’s first campaign for Vespa will launch in the Spring, to coincide with the launch of the new Vespa Primavera. It will run globally, covering the brand’s key markets in Europe, America, and Asia.

A world-famous Italian brand, the Vespa scooter has been an unprecedented success story since its launch by Piaggio in 1949. Over the last ten years, the Vespa brand has reported significant growth: worldwide sales have risen from 58,000 units in 2004 to approx. 190,000 in 2013, thanks to the expansion of the product range, now led by flagship models like the Vespa 946 or the very latest entry, the Vespa Primavera, and the growth of its global commercial and industrial presence. Vespa is currently the best-selling European two-wheeler brand. Renowned for its iconic design and legendary Italian style, Vespa has inspired thousands of imitations over the years.

Jon Peppiatt, Deputy Chairman of BBH London, said: “Vespa is an iconic brand with an amazing heritage. We’re really excited to have been appointed as their global partner and are looking forward to helping shape the brand’s future.”

Davide Zanolini, Piaggio Group Marketing & Communication director, said: "We chose BBH as our advertising partner because it was the right time for a premium brand like Vespa, which has set many milestones in the history of communication, to leverage its heritage through an innovative, unconventional, unexpected creative approach. An approach only BBH can deliver. For us, BBH is the perfect partner to support the global growth of the Vespa brand  as a modern icon of the best Italian style and technology.”