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London-based international fashion house Karen Millen has appointed content and digital agency AllTogetherNow to handle its social, content, media and paid social media placement account after a pitch.
AllTogetherNow, part of The&Partnership, has been tasked with with rethinking how the fashion brand approaches its social activity to increase brand affinity with its target audience of younger women.
Karen Millen customer director Charlotte Ellis says: “AllTogetherNow impressed us with the depth of their strategic thinking that was brought to life by genuinely innovative ideas perfectly in tune with our target audience. We’re confident they understand our future ambitions as a brand and can deliver a unique blend of creative, content and smart media distribution through our social channels that will have an immediate positive impact on our business.”
AllTogetherNow MD Steve Parker says: “This is a really exciting win for AllTogetherNow and there is no better time to tell the incredible Karen Millen story to a new audience in a way that gets maximum value from the social and digital space. The brief is perfect for our data-driven approach to smarter content and social that thrives in the fast-moving world of fashion.”
Karen Millen currently operates in 348 locations and 44 countries including around 100 stores and concessions in the UK. AllTogetherNow starts on the business immediately.
