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Dentsu Mitchell lands UNIQLO media business as retailer looks to digital

International retail fashion outlet UNIQLO has handed its Australian media account to Dentsu Mitchell as the brand increases its focus on e-commerce and digital platforms.

The move sees Dentsu Mitchell add to its retail clients with UNIQLO joining other brands including The Good Guys, Carpet Call and Cash Converters.

UNIQLO marketing director Tracey Lang said the decision to hand the business to Dentsu Mitchell was based on the agency’s strength in digital.

“We are focusing more on digital and are excited to be partnering with Dentsu Mitchell who have strengths in this area along with traditional media to expand our footprint in Australia,” Lang said.

The Japan-based chain has been growing its influence in the Australian market and is believed to have previously worked with Dentsu-owned digital agency Isobar on some project work. It’s the first time the retailer has appointed a full-time agency.

Babian Mak, client service director at Dentsu Mitchell, said the win sent a message to the region about the agency’s capabilities.

“This is an extremely exciting and significant win to showcase our commitment to drive connectivity throughout Australia and the APAC region, together with the Dentsu Aegis Network,” Bibian said.

The retailer, which has more than 1,800 stores worldwide, opened its first store in Australia in Queensland in 2015 and has since expanded to 12 stores across Queensland, NSW and Victoria.

The brand has further plans for expansion later this year but will also invest heavily in its e-commerce operations.

While Dentsu Mitchell will handle the media account, it is understood that UNIQLO will continue to handle the majority of its creative work in-house.

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