Mediahub UK, part of the MullenLowe Group, has won the global communications planning and media buying account for luxury fashion platform Farfetch.
In a four-way pitch, Mediahub eliminated MediaCom, Hearts & Science and Havas. The review was reported earlier this year.
Mediahub will work closely with Farfetch in London on global strategy, governance, analytics, learning and optimization, while local implementation will be led by the agency’s offices in New York, Dubai and Shanghai.
Mediahub’s first campaign will run in April 2022.
The pitch process was handled by AAR and The Aperto Partnership, who both handled the advertisements and contract elements.
Farfetch’s mission is to be the global platform for luxury fashion, connecting designers, curators and consumers. Farfetch Marketplace currently connects customers in over 190 countries and territories and offers items from over 50 countries.
Gareth Jones, Global Marketing Director at Farfetch, said: “Farfetch is more of a business than a brand right now, which is a fantastic opportunity that we and Mediahub can build on. We are rebalancing our investment in the brand to enable this and have now identified our ideal partners, we look forward to working together on this exciting global challenge.”
Danny Donovan, Managing Director of Mediahub UK, added: “Farfetch embodies our perfect client – huge ambitions and a clear vision to deliver those ambitions. They strive to challenge category norms and are determined to reflect that in their communications.
“The team is brimming with smarts, incredibly motivated and great fun to get started; a fantastic group of humans who led an excellent process that was ably assisted by AAR and Aperto.”
In April, Farfetch launched its in-house developed global brand campaign “The perfect match #onlyonfarfetch”. The multimedia series of portraits and films juxtaposed the global with the personal showcasing sellers alongside buyers.
