Ralph Lauren announced that it is refreshing its marketing partners in support of its Next Great Chapter strategy to deliver long-term sustainable growth and value creation.
The Company selected Zenith as its agency of record for global media strategy and buying, for its expertise in digital, leading data and technology platforms and global buying power.
Ralph Lauren is focused on winning over a new generation of consumers, while driving operational excellence across its business. It has increased marketing spend by 10% YoY, all of which will be focused on digital channels.
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,” Jonathan Bottomley, Chief Marketing Officer said Ralph Lauren.
Following a competitive pitch that commenced with 11 agencies, Zenith will manage the account across North America, EMEA and APAC, and will work closely with three key local partners for execution. This reduces Ralph Lauren’s global media partners from 12 to four, which will drive efficiency and leverage scale across the business as it delivers for consumers across the channels that matter most to them.
Arnaud Lauga, Managing Director at Zenith France said, ‘We are thrilled to partner with Ralph Lauren and work closely together to evolve their marketing strategy. With an increased focus on digital, we can leverage our data and powerful insights to reach customers in new ways and build individual journeys at scale that drive efficiencies and transform their business.”