Australian bootmaker and clothing group R.M.Williams has appointed independent agency WiredCo. as its global digital media partner.
The agreement will see WiredCo. working across six regions globally, covering paid search, shopping, Display, BVOD and off-page management of the brand’s Meta, Pinterest and YouTube channels.
R.M.Williams is undergoing a digital transformation and will use digital media channels to drive brand awareness, consideration and growth, focussing initially on the biggest and emerging markets; Australia, New Zealand and the UK.
WiredCo. will work in close partnership with the brand’s offline agency partner, Audience Precision and with Special Group, the brand’s creative agency of record.
The CMO at R.M.Williams, Chris Willingham: “What really stands out about WiredCo. is how successfully they integrate strategy and creativity with digital performance. It’s something I haven’t seen done this well by a digital agency before.
"Above all, the people at WiredCo. are the perfect fit for the people at R.M.Williams. We’re looking forward to a fruitful long-term partnership as we launch into a new era for the brand.”
Angela Hampton, founder and managing director at WiredCo: “We’re absolutely stoked to be appointed to the legend and icon that is R.M.Williams. Having grown up in the bush myself, I have a genuine connection with the brand so this is a dream come true for our agency.”
“As the brand embarks upon a new journey to get closer to its Australian roots, we can’t wait to play a key role in realising this.”
In its nine decades of existence, R.M.Williams has become one of the best-known - and best-loved - footwear brands in the world. Originally built for the men and women of the rugged, unforgiving Australian outback, its iconic one-piece-of-leather boots have gone on to grace the feet of millions of people, including some of the most famous names on the planet.
With this latest win, Wiredco. is recruiting once again, with three new roles: Mid-weight creative; Senior designer/content creator; Social Media Specialist (paid).
WiredCo.’s key clients include Pizza Hut, Assembly Label, Indeed, Chatime, Georg Jensen, Maurie & Eve, Viking Cruises,, and TEDx.
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