UNIQLO Singapore has appointed Carat to manage integrated marketing solutions. The agency will be responsible for omnichannel planning and performance marketing to drive full-funnel outcomes for the apparel brand. Incumbent Havas Media, which won the account in 2019, declined to pitch.
The appointment marks a return of the UNIQLO Singapore account to dentsu Singapore as Carat and Columbus were previously managing media duties for the apparel brand prior to Havas Media. UNIQLO Singapore’s marketing director, Joyce Tan, said Carat Singapore represented a very balanced and holistic view that addressed its business needs for online transformation while respecting its roots in brick-and-mortar stores.
“This approach speaks to our focus to be relevant to today’s omnichannel consumer. More importantly, the Carat team demonstrated passion and a drive for results, and the ability to see through a local lens to address the needs of our customers – values that UNIQLO holds close to heart. We look forward to working closely with them to take the UNIQLO brand to the next level in the years ahead,” she said. Tan joined UNIQLO last year from Pizza Hut.
Meanwhile, dentsu Singapore’s client partner, media group, Jean Lee, said Carat’s integrated marketing solutions are driven by a single customer view, and together with UNIQLO’s LifeWear philosophy of simplicity and improving lives, the agency hopes to achieve the shared vision of seamless O2O experiences for UNIQLO Singapore to become a truly omnichannel retail company.
“While we have seen many retailers migrate online during the pandemic, UNIQLO firmly believes that brick-and-mortar stores remain essential to their business. This offers UNIQLO consumers the flexibility to browse and purchase both online and in-store, and combinations of the two,” she said.
Meanwhile, Jacqui Lim, CEO of Havas Media Group Singapore, told MARKETING-INTERACTIVE that it was truly a rewarding journey, having worked jointly with the UNIQLO team in navigating the unexpected shifts brought upon by covid in the retail landscape with speed and precision.
“It was by no means an easy or usual time for clients in the retail sector, so we’re proud that many breakthroughs, milestones and successful integrated campaigns were rolled out together. As we move on to the next phase of our journey, we wish Uniqlo many more successful years ahead,” she said.
UNIQLO also switched up its PR agency earlier this year, shifting duties from Word of Mouth Communications to Tate Anzur after eight years. Tate Anzur was previously the brand’s corporate PR agency before taking over all PR duties as part of UNIQLO’s move to consolidate to one agency and streamline its communications efforts.
This year has been a fruitful one for the brand. In October, it was ranked the top fashion retailer in Singapore by YouGov ahead of adidas, Nike, Marks & Spencer, and Levi’s. Meanwhile, it appointed iconic animated character Doraemon as its global sustainability ambassador earlier this year. Doraemon dons a green colour and is known as “Doraemon Sustainability Mode”, alongside a UNIQLO logo rendered in green. By turning Doraemon and its logo green, UNIQLO said this underscores the company’s determination to accelerate its sustainability efforts.
Photo courtesy: 123RF
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Source: https://www.marketing-interactive.com/uniqlo-singapore-names-integrated-marketing-solutions-partner