Shoe company appoints media agency Initiative

An online fashion and footwear retailer The Iconic has appointed Initiative, a media communications agency to promote the brand.

The announcement:

Fast-growing Australian online fashion and footwear retailer The Iconic has appointed media communications agency Initiative to help accelerate national awareness of The Iconic’s retail range.

The Iconic reviewed several media agencies for the assignment which will focus initially on a major national television campaign that broke this week.

After launching last October The Iconic has grown rapidly in terms of product range and revenues. The business is run by five young entrepreneurs, and backed by European investment company Rocket Internet, which also finances other well-known online businesses such as Groupon, eDarling (dating) and TopTarif (comparison).

The Iconic is based in Surry Hills, Sydney. Included in its online product range are over 500 well-known brands such as ZU, Betts, Shakuhachi, RMK, Cheap Monday, Ladakh,Tony Bianco, Guess, Ben Sherman, Sass, Lancome, Le Coq Sportif, Therapy and Dr. Martens.

“In our search for a media communications agency we focused on looking for skills such as highly effective strategy, execution, direct response and understanding of the Australian retail environment,” said The Iconic Managing Director, Adam Jacobs. “Initiative demonstrated high levels of competence and pedigree in growing retail businesses. We stand out from our competitors as a truly local Australian company, and Initiative complements our local positioning.”

Andrew Livingston, CEO of Initiative, said the agency’s new partnership with The Iconic is a perfect alignment with the agency’s abilities and new model of tying agency remuneration directly to client performance. “The Iconic’s business is growing rapidly and we are delighted to have them as a client and be a key partner to driving their success,” said Livingston.

Source: The Iconic press release

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