TBWA\Sydney has bagged the creative duties for Oroton as the luxury brand looks to attract a younger audience.
AdNews understands Oroton were project based across a number of agencies before joining TBWA.
Oroton is one of Australia's few international luxury brands but it has been largely undifferentiated in a cluttered category of "accessible luxury".
Earlier this year Oroton Group CEO and MD Mark Newman told AdNews it was looking to up its marketing investment to re-establish its luxury credentials and appeal to the next generation of shoppers.
TBWA/Sydney and Oroton will launch the first campaign in February 2017, featuring brand ambassador Rose Byrne and introducing some fresh faces.
TBWA\Sydney group business director Marnie Darren says: "Oroton has always had beautiful bags but it is becoming increasingly difficult to cut through and attract consumers in the "accessible luxury" space. This new campaign is sexy and provocative. We're thrilled to partner Oroton in this next chapter."
Newman added TBWA is excited to partner for the AW17 campaign, which will focus on modern, affordable pieces.
"It has a very contemporary feel which we believe matches the feel of the first full collection designed by our new designer, Pia Wessels. The campaign has been created to appeal to our younger audience and contribute to the repositioning of the brand. We’re looking forward to launching it in 2017," he says.
Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at email@example.com