Zalando has selected Dentsu-owned media agency iProspect to be the fashion retailer’s global media agency of record.
Following a competitive pitch, Zalando has decided to merge its media buying and planning business into iProspect across Europe.
The agency will cover the brand’s 25 markets including UK, France, Germany, Italy and Spain.
In August of last year the fashion and lifestyle retailer launched its ‘Make Your Own Moment’ campaign, staring supermodel Paloma Elsesser.
“With over 50 million active users in its European heartland, and a highly sophisticated ecommerce and fashion collaboration model, it was imperative our ideas brought both simplicity and relevance into Zalando’s media activation,” iProspect global client and brand president, Amanda Morrissey, told Campaign Live.
“By understanding the key shopping touchpoints in each market and how these intersect into people’s lives, we were able to show how we can engage more with relevant audiences, to create deeper emotional bonds with customers.”
Subscribe to Marketing Beat for free
Sign up here to get the latest marketing news sent straight to your inbox each morning
Zalando vice-president of regional marketing Ralph Rijks added: “For us, our customers are at the heart of everything we do, we want to be more than simply a platform to buy the latest in fashion and lifestyle for them.
“The iProspect team really understood our ambition to be a place of inspiration and engagement for our audiences. We are looking forward to working together on creating deeper emotional bonds between our brand and our customers.”
