RM Williams hires Audience Precision for insights and media strategy

RM Williams has appointed Audience Precision to handle its global insights and media strategy.

The media strategy consultancy and technology business will be working for RM Williams across 12 international markets including Canada,  the UK, the US and Australia, providing insights, global media strategy and offline media buying.

RM Williams has engaged Audience Precision

The appointment followed a competitive pitch involving four other media agencies. The incumbent on the account was OMD.

“[Audience Precision CEO Haydon Bray] and his team delivered the most persuasive partnership that focused on their ability to maximise the effect of our media advertising budgets – showcasing Audience Precision’s approach to personalised data on the patterns and preferences of consumers – our consumers,” said RM Williams’ CMO, Mat Hayward.

“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.”

The appointment also comes after the brand returned to Australian ownership, following its purchase by Nicole Forrest and Andrew Forrest via investment company Tattarang. Previously RM Williams was held by L Catterton, a private entity founded by Catterton, LVMH and Groupe Arnault.

Bray said Audience Precision shares the passion to expand globally with RM Williams.

He added: “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 RM Williams team and we’re excited to get started.”

RM Williams digital marketing and media manager, Frits Arkema, said: “We already make the best boots in the world, we already have a very strong brand and now we have found the partner that can help us efficiently find new audiences on a global scale. Haydon and the team really impressed us during the pitch process and we really feel quite honoured to be working together with such a smart team.”


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