• by Steve McClellan  @mp_mcclellan, July 11, 2022

Apparel company Burberry has put its global media assignment in review.

A dedicated Dentsu International unit is the current incumbent and is expected to defend.

The firm had planned on reviewing the assignment two years ago but plans were shelved when the pandemic hit.

The company spends an estimated $55 million on measured media annually, of which about two-thirds is allocated for digital channels, according to agency research firm COMvergence.

In North America expenditures total around $15 million, while an estimated $30 million is allocated to the Asia Pacific region. Most of the rest goes to Europe, The Middle East and Africa, per COMvergence estimates.

The company noted earlier that it is shifting increasing amounts of spending to digital channels in a bid to be more efficient with spending and to create more precise messaging to individual consumers.

It’s also using technology to enhance consumer experiences with the brand. Last month for example, it launched a new augmented reality tool on its website that allows customers to virtually place a true-to-scale model of its signature “Lola” bag within their environment. 

Users can scan their surroundings with their smartphone to generate the 3D bag to better glean the bag’s proportions in real life scenarios, simulating the in-store experience.  It worked Snap Inc. unit Vertebrae to create the AR viewer.

ID Comms has been retained to assist with the review process.