Domestic appliance group Miele has consolidated its Australia and New Zealand media account into Starcom following a competitive pitch.
The scope of work will include media strategy, planning, buying and the deployment of a Data Management Platform (DMP) to power the media solution.
Publicis Groupe’s marketing and technology agency Digitas has also been brought in to build and manage Miele’s Customer Data Platform (CDP). Publicis Content will provide social media and SEO support.
The partnership comes as the brand looks to leverage opportunities offered by a growing consumer database and a busy year with the launch of a number of kitchen, flooring and laundry products.
“Our objective from the process was to build a long-term strategic business partnership, aligning with a partner that has the capability and expertise to place data at the heart of all decisions across all touch points on the consumer purchasing journey," says Miele ANZ Marketing Director, Michele Laghezza.
"The Starcom team really stood out in their ability to deliver on this objective, and drive our business forward in Australia and New Zealand.”
Stuart Jaffray, managing director, Starcom Melbourne, says Miele has strong growth aspirations.
"We’re looking forward to realising these ambitions with Michele and his team to deliver people-powered growth for the brand," he says.
"This is a significant new engagement for Starcom, and one that has enabled us to bring together a bespoke end-to-end media, data and technology Publicis Groupe solution, with specialist talent from Digitas and Publicis Content.”
Starcom will start working with Miele immediately to transition for a full 2021 start.
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