Media agency Wavemaker has been appointed as the global media consultancy partner for Back Market, an online refurbished tech marketplace.
Worth an estimated US$50 million, Wavemaker secured the Paris-based firm’s media account at the conclusion of a competitive pitch process which began in October.
The WPP-owned agency will now be tasked with supporting Back Market’s future growth plans and positioning it as the global go-to brand for refurbished electronics.
Through this new deal, Back Market will also be targeting greater pan-European growth, notably within the UK market. Wavemaker will also assist the brand in a concerted US push throughout the year.
“Recruiting our future customers with the right message at every stage of their purchase journey is key to fulfilling our ambitious plans for Back Market’s future growth and category-creating mission,” Back Market director of global media, Alexandra Walker said.
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“Working with Wavemaker, I’m confident we’ll have both the strategic support and activation expertise we need to help consumers understand that refurbished is better than new.”
This latest account win follows Wavemaker’s deal to become the lead global agency for classified ad giant Adevinta earlier this month, boasting an account worth $US60 million.
Wavemaker global client president, Alastair Bannerman added: “We are delighted to welcome Back Market to Wavemaker and our expanding roster of new economy clients.
“Our attitude of Positive Provocation is a great match for their ambitious growth trajectory. The partnership reflects our credentials as the right strategic partner for the scale up sector. We can’t wait to get started.”
