Perry Ellis International (PEI) has selected Media Storm as its media AOR leading all media planning, buying and analytics for the fashion company’s portfolio of brands including Perry Ellis, Original Penguin by Munsingwear, Laundry by Shelli Segal, Rafaella, Cubavera, Ben Hogan, Jantzen, Callaway, PGA TOUR and Jack Nicklaus.
PEI spent $5.88 million on advertising in the U.S. in 2016, down from $6.65 million in 2015, according to Kantar Media.
The incumbent agency was PGR Media.
"We are focused on connecting with our target consumers where they live across the digital landscape, and Media Storm's data driven approach will enable us to reach and activate them, bringing both new potential customers as well as deepening engagement with our loyal fans," says Lisa Kauffman, CMO, PEI.
"Our goal is to map the plan to their business goals and not write straight media plans," says Craig Woerz, managing partner, Media Storm. "We will be liquid in our approach and look for a less is more strategy that drives frequency to the right potential customers for each brand.”
PEI will also soon be announcing a new creative agency partner that will work closely with Media Storm on integrated campaigns, says Kauffman. Currently, most of the brand's creative is handled by PEI's in-house agency.
The client has also recently invested more in photography and video production to help it create more videos for third-party and online e-commerce sites.