Ralph Lauren Consolidates Global Media Account With 4 Agencies
Ralph Lauren announced on Wednesday that it has consolidated all of its global media buying and planning efforts with four agencies from 12. The selection follows a review that involved 11 agencies, although it is unclear which ones.
Publicis’ Zenith, named agency of record for global strategy and buying, has been awarded most of the business. The agency, which did not respond to a press query, will lead the strategy and buying duties across North America, Asia-Pacific and Europe, the Middle East and Africa while working alongside three local agency partners on execution: PMG in North America, ForwardPMX in EMEA and Dentsu in Japan and South Korea.
The fashion brand and retailer previously employed 12 agencies—primarily local market vendors with in-house support—across its global media account.
“Connecting with our consumers, especially digitally, is a top priority as we look to win over the next generation, and our new model for media partners will help us to deliver on that efficiently and at scale,” Ralph Lauren chief marketing officer Jonathan Bottomley said in a statement.
In the announcement, Ralph Lauren also noted that it would be increasing its marketing spend by 10 percent this year compared to 2018, “all of which will be focused on digital channels.” That move comes as an increasing number of brands place more money into digital media efforts such as CRM.
You May Find These Interesting
The new platform by Sophia Chang and Romy Samuel aggregates brands such as Nike, Acne and Chanel for one-stop shopping for women. Sophia Chang and Romy Samuel are launching Common Ace, a new sneaker destination for women, on May 15. Common Ace is an affiliate network...
This article, by Alexandra Mondalek, originally appeared in Business of Fashion. Below is an excerpt. Babaa, a small, direct-to-consumer knitwear brand founded in Madrid in 2012, might seem well-positioned to win the loyalty of self-isolating shoppers. The pitch...
This article originally appeared in Ad Age. Collectively around the world, we have been thrust into an unprecedented commercial environment. The global COVID-19 epidemic has, in the span of a few weeks, completely upended how businesses carry out their everyday...