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Fashion brands switch up agency partners ahead of next year’s e-commerce push

Analysis of the major advertising and media account moves of the week. Keep up with the latest client reviews and pitches here.

We consider this week’s account wins, including fashionable selections by Uniqlo and Dolce & Gabbana.

While the last two years has given clothing retailers and fashion brands many opportunities as consumers have fully embraced digital-first shopping, it has also brought challenges.

One of the biggest is how marketers can preserve what makes their brand unique enough to continue commanding major price tags, when mega-retailers such as Asos or Shein are out to devour the entire clothing market.

Both opportunities and threats are likely front of mind at Dolce & Gabbana, which has just chosen Havas Media Group as its global media agency.

The Milanese fashion house, aided by Ebiquity Italy, has appointed Havas in 20 of its goal markets, including the United States, Italy, Germany, Russia, Spain, United Kingdom and Middle East. Media strategy, planning, coordination and digital activation in the biggest European markets are set to be driven by Havas Media Group’s Italian team. The brand ”sought a transformational agency network partner who could bring strategic excellence and media buying cohesion,” according to a statement.

Peter Mears, global chief executive officer at Havas Media Group, said: ”Dolce&Gabbana’s brand, culture and business needs are inextricably linked. Our Havas Media Group team brings an innate understanding of the brand’s culture, along with the right capabilities, category experience and talent to deliver against the client’s growth priorities. We are grateful for the opportunity and know great things are to come from this incredible partnership.”

Uniqlo Singapore picks Carat

D&G’s appointment of Havas is the second media agency switch announced this week, with Uniqlo Singapore selecting Dentsu’s Carat to handle its integrated marketing solutions.

The agency will be put in charge of omnichannel planning and performance marketing for the brand. Commenting on the appointment, Joyce Tan, marketing director of Uniqlo Singapore, recognized the importance of further digital transformation for the company. “Carat Singapore presented a very balanced and holistic view that addressed our business needs for online transformation, while respecting our roots in brick-and-mortar stores. This approach speaks to our focus to be relevant to today’s omnichannel consumer.

“More importantly, the Carat team demonstrated passion and a drive for results, and the ability to see through a local lens to address the needs of our customers – values that Uniqlo holds close to heart. We look forward to working closely with them to take the Uniqlo brand to the next level in the years ahead.”

Moves you may have missed

  • Out-of-home company Intersection has won a 10-year contract to manage static and digital media throughout Atlanta, from the Metropolitan Atlanta Rapid Transit Authority .

  • Accolade Wines, maker of Aussie plonk Hardys and Echo Falls, has appointed indie media agency Yonder ahead of a 2022 marketing push.

  • Payment provider SumUp has appointed Hearts & Science as its media agency. H&S was also appointed in Germany and the UK by Peloton.

  • Colle McVoy has been selected as media agency of record for furniture brand Blu Dot.

  • NGN Lab, the social media unit of Engine Creative, has won the business for Jaguar Land Rover’s rental service, The Out.

  • EO Charging, a provider of electric vehicle charging units, has appointed Impero and Brainlabs after competitive pitches for its business.

  • MG OMD has retained the business for the UK’s government's media account, with its OmniGov unit keeping the account for another four years.

  • Theme park operator Merlin Entertainment has consolidated its media buying and planning with Wavemaker.

  • Carlsberg cider brand Somersby has appointed Fold7 as its creative agency-of-record.

Want to tell us about your new agency appointment? Email Sam at businessonthemove@thedrum.com

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