DT and The Mint Partners have been appointed to build creative and communications for fashion retailer Asos, following a competitive pitch, as the brand looks to hit “the next level” in Australia.
The two agencies will work in a “hybrid agency model” to collaborate across digital, social influence, experiential and PR. Specifically, DT will lead strategy, ideas and implementation while The Mint Partners will work on strategic communications, brand profiling and showroom management.
Asos brand and comms director Rachel Bremer says the appointment aims to ensure the growth of the Asos brand in Australia.
“As we set out to take the Asos brand to the next level in Australia we need long-term marketing strategy support,” Bremer says.
“Both DT and The Mint Partners demonstrated clever thinking, a rich understanding of our audience, and proven expertise during the pitch process. We’re really excited to have been able to assemble a collaborative team that will ensure our continued growth in the Australian market.”
WPP AUNZ agency Tongue was rolled into sister agency DT in June this year, with the former taking on the DT name. Tongue had previously worked with Asos over the past three years across campaigns including the Asos Wedding Chapel, launched as part of Vogue Fashion’s Night Out in 2013.
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 adnews@yaffa.com.au
Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.