International fashion retailer Primark has appointed London agency VCCP as its global branding and creative agency partner at the conclusion of a three-way competitive pitch process.
The move comes as Primark looks to kickstart its expansion across a range of new markets, channels and products by growing its brand awareness throughout Europe and the US.
VCCP will now work to design a global creative platform which will build on the retailer’s brand strategy, purpose and values to act as a springboard for all future campaigns.
“We are delighted to be teaming up with such a talented group of people as we take the Primark brand to the next level,” Primark chief customer officer, Michelle McEttrick said.
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“Our brand is at different stages across our 16 countries and with plans to reach 530 stores by the end of 2026, ensuring a simple, consistent, and focused approach which allows flexibility in-market will be essential for our continued success.”
Primark’s first campaign with the agency is set to go live in Germany and the US imminently, featured a refreshed, ‘powerful and differentiated’ 360 visual identity.
VCCP international CEO, Julian Douglas added: “VCCP is thrilled to create a long term partnership with Primark, an iconic brand on the shopping streets of Europe with huge global growth ambitions.”
