Dive Brief:
- J. Crew has appointed PMG as media agency of record (AOR), with an eye on tapping into the Fort Worth, Texas-based indie’s data-driven Alli platform, per news provided to Marketing Dive.
- PMG has handled media duties for J. Crew’s Madewell brand for some time, but is now welcoming the main J.Crew and J.Crew Factory lines back into its roster following a competitive review. PMG is transitioning over the accounts on a rolling basis in time for J. Crew’s fiscal 2024.
- The agency will steer J. Crew’s media strategy and planning, digital media and data and measurement with the aid of Alli, which was credited with supporting Madewell’s momentum. PMG has managed to secure the business of other retail accounts in recent years on the strengths of its pitch around data, notably Nike’s in 2022.
Dive Insight:
PMG continues to gather force as a major player in a shrinking landscape for independent agencies. For J. Crew, the AOR appointment builds on a long-standing relationship with Madewell, which has become a breadwinner for the retailer. J. Crew is in the midst of an ongoing turnaround effort following a bankruptcy in 2020 and, like many in the retail category, has contended with consumers cutting back on spending due to recent macroeconomic pressures.
Madewell has worked with PMG for the past 12 years, while the agency previously handled the full J. Crew portfolio until 2018. The marketing landscape has transformed significantly in the time since then, with data-driven capabilities of greater importance amid signal loss and a larger focus on performance-oriented campaigns. In the announcement, PMG also called out an alignment with J. Crew around commitments to inclusivity and reaching new audiences.
“We’re excited to have J.Crew back in the PMG family and look forward to helping the entire brand portfolio transform for today’s customers,” said George Popstefanov, founder and CEO of PMG, in a press statement. “Our success with Madewell, along with our integrated marketing and technology strategy backed by Alli, stood out to J.Crew when searching for a partner, and we’re thrilled to work together again.”
PMG’s data know-how has won favor with other blue-chip marketers. Nike made waves two years ago when it named the shop its media agency of record in North America. IPG’s Initiative was put in charge of the sportswear giant’s global integrated media duties at the time.
Kohler, Lilly Pulitzer, Nothing Bundt Cakes, NRG, Ralph Lauren and Shake Shack are among PMG’s other clients. In October, the company acquired Camelot Strategic Marketing & Media, a specialist in over-the-top and connected TV video, two channels that are primed for growth this year.
