Wavemaker wins $50M global Back Market brief ahead of US expansion

Back Market, the French tech reseller that makes some memorable ads with Paris agency Buzzman, has appointed Wavemaker to its $50m global media business after a pitch that began last October.

The WPP agency will drive Back Market’s US expansion plans, as well as working across its existing markets in Europe – including the UK which is a key focus for the brand this year.

Alexandra Walker, director of global media at Back Market, said: “Recruiting our future customers with the right message at every stage of their purchase journey is key to fulfilling our ambitious plans for future growth and category-creating mission.”

Alastair Bannerman, global client president at Wavemaker said: “Our attitude of ‘positive provocation’ is a great match for Back Market’s ambitious growth trajectory. The partnership reflects our credentials as the right strategic partner for the scale up sector.”

Founded eight years ago, Paris-based Back Market wants to lead the transition towards a more circular economy.

Wavemaker has recently been winning lots of these fintech/new economy type businesses, including Square, SeatGeek, Zwift, Coinbase, InPost, Mettle, Flink, FreeNow and TikTok.

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About Emma Hall

Emma Hall is a journalist and editorial consultant and is the former Europe Editor of Ad Age, where she covered European marketing advertising, digital and media stories. She has written for newspapers including the Financial Times, The Guardian, The Times and the Telegraph, and was previously a section editor at Campaign. Emma started her career in New York as a researcher for a biography of Keith Richards.

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