R.M Williams appoints Australian agency to handle global media strategy

Mariam Cheik-Hussein
By Mariam Cheik-Hussein | 12 January 2021

R.M Williams has appointed Audience Precision to handle its global insights and media strategy, following a competitive pitch.

The Australian-owned independent consultancy and technology agency will provide insights, global media strategy and offline media buying to the iconic Australian brand across 12 markets, including Australia, the US, Canada, the UK and key markets across Europe.

The appointment comes after R.M Williams returned to Australian ownership, with Nicole and Andrew Forrest purchasing the brand through their investment company Tattarang from the Louis Vuitton-backed L Catterton.

“The RM Williams team is truly passionate about their brand and how they can scale it throughout the world,” says Audience Precision global CEO Haydon Bray.

“We share that passion and are ready to help them grow. Our ability to align insights to actionable media strategies in every global market, along with our rapid-build campaign options using our proprietary technology managed by experienced strategy architects, plus our ability to service its Australian-based global marketing team from our office in Sydney, were big selling points for the R.M Williams team and we’re excited to get started.”

R.M Williams CMO Mat Hayward says Audience Precision delivered the most persuasive partnership that focused on their ability to maximise the effect of the brand’s media advertising budgets.

“But, more than this, for a brand that was built through personal connections, Haydon and the AP team went above and beyond to understand our challenges and opportunities, the brand and rose to every challenge we threw at them with grace and tenacity,” Hayward says.

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