Interpublic’s Mediahub has won the global communications planning and media-buying account for Farfetch, the online luxury retail platform.
In a four-way pitch, Mediahub bested the incumbent MediaCom, as well as Hearts & Science and Havas, which bowed out of the competition at an earlier stage.
With a central UK hub, global strategy, governance, analytics, learning and optimization will be the responsibility of the Farfetch and Mediahub teams in London, while local implementation will be led by Mediahub offices in New York, Dubai and Shanghai.
Mediahub’s first campaign will run in April 2022.
Gareth Jones Global CMO at Farfetch, said: “Farfetch is currently a bigger business than it is a brand, which presents a fantastic opportunity for us and Mediahub to build on. We are rebalancing our brand investment to enable this and having now identified our perfect partners, we are looking forward to working together on this exciting global challenge.”
The company reported revenue of close to $1.7 billion last year. Measured media spending in the U.S. over the past year is estimated at $617,000 by agency research firm COMvergence. Global spending was not immediately available.
Farfetch has a unit called Farfetch Media Solutions that works with brand partners to deliver digital marketing campaigns designed to reach luxury fashion consumers at scale on the platform. Last year, the company said it served over 130 campaigns across a diverse mix of brand partners.
The pitch process was run by AAR and The Aperto Partnership, which handled contractual elements.
Founded in 2007 by José Neves, Farfetch began as an ecommerce marketplace for luxury boutiques around the world. Today, the marketplace connects customers in over 190 countries and territories with items from more than 50 countries and over 1,400 high-end brands, boutiques and department stores.