Dentsu appointed to lead brand and performance strategy across Europe, the Middle East, Africa and India.
An integrated dentsu team, formed by dentsu X and iProspect, has been appointed by Tapestry Inc. in EMEAI following a competitive review.
The appointment, which begins this month and covers full media planning and buying across the region for Tapestry's luxury fashion brands Coach and Kate Spade New York. The win extends dentsu's existing relationship with Tapestry, where dentsu X Global serves as the agency of choice in the APAC region.
The win comes as Tapestry transforms its marketing approach, striking a balance between accountable brand investment and sophisticated digital marketing across EMEAI markets.
"dentsu really impressed us throughout the review process," said Matteo De Bortoli Albricci, SVP and General Manager, Tapestry EMEAI "Their team showed a genuine understanding of our business and where we're heading. The strategic thinking and creative solutions they brought to the table were exactly what we were looking for. We're delighted to be working with them as we continue to grow our brands across EMEAI."
The review saw dentsu consolidate the remits of multiple incumbent agencies, including Stellar Search (PPC), Assembly Global (SEO), and JKK (Strategy, Planning, and all other media), while competing with other major rivals, including IPG and Hearts & Science.
"We're thrilled to be working with Tapestry as they navigate this exciting period of growth," said James Bailey, CEO of iProspect, speaking on behalf of dentsu. "Our integrated approach to brand and performance, combined with our understanding of cultural trends and Gen Z audiences, puts us in a great position to help Tapestry's luxury brands connect and grow across EMEAI."
dentsu's appointment is supported by a measurement framework that builds on Tapestry's existing attribution work while adding extensive testing and experimentation capabilities. Croud, Tapestry's global incumbent for Multi-Touch-Attribution, remains in place and continues to deliver this service globally.
The appointment strengthens dentsu's position in luxury fashion and shows how the network can deliver sophisticated, data-driven solutions for global premium brands.
