David Yurman has selected media agency m/Six to lead the luxury jeweler's digital media planning and buying in North America, following a formal review.
Sources say MediaVest was one of the other participating shops. The previous agency leading David Yurman's digital business was Forward3D.
In addition to digital media planning and buying M/Six's scope of work communications strategy, activation, analytics, data and tech integration.
Creative is produced in-house by David Yurman.
The relationship kicks off with the fall launch of David Yurman’s 2016 campaign, shot by fashion photographer Bruce Weber. The strategy, designed to elevate the brand’s digital presence particularly with younger buyers, will feature "vibrant, imaginative images" of the brand’s newest collection, Stax.
“David Yurman’s artistry, elegance and innovation is further illustrated with dynamic media placements and targeted influencer content,” says Ilana Nolte, president, North America, m/SIX. “We look forward to sharing the brand’s authentic history and craftsmanship with a new younger audience this fall.”
The luxury jeweler spent $668,000 on digital advertising during the first six months of 2016, up from $483,000 year-over-year. Last year, the jeweler spent $1.33 million on digital ads, according to Kantar Media which only tracks digital display and not mobile, social and online video.
M/SIX is a full service media agency backed jointly by GroupM and integrated marketing agency The&Partnership that brings media planning, creative development and data management under a single roof.