The&Partnership will orchestrate all facets of Chico’s brand marketing and launch an integrated campaign to support the brand’s re-launch and broaden its customer base beyond its current set of loyalists.
GroupM-backed media agency m/SIX within The&Partnership will lead all media buying and planning for the company, which includes Chico’s and sister brands White House Black Market and Soma. The retailer operates almost 1,500 stores between the US and Canada, selling casual-to-dressy clothes and accessories.
Other partners for The&Partnership include Samsung, Credit Suisse and The Wall Street Journal.
Shelagh Stoneham, Chico’s senior vice president of marketing, credited the firm’s unique ideas and collaborative approach, saying it “clearly understood our challenges and opportunities, and delivered bold creative that we can’t wait to share with our audience. At every stage of the process it was clear that there was great cultural alignment of our teams.”
To partner and CEO of The&Partnership Andrew Bailey, Chico’s brought the exact kind of marketing success story his agency wanted to tell. “This is a great bran, with a very authentic and powerful legacy. Our favorite thing is to tap every one of our disciplines across strategy, creative, media, data, PR, content creation and production to take a brand to even greater heights.”