Berlin-based online retailer Zalando has appointed Crossmedia as its new global media agency after a formal review led by R3 Worldwide.   

The agency will focus on global strategy, planning and local market coordination, as Zalando continues to grow its business across Europe.  

Zalando is refining its media approach to ensure scalability across markets. This includes strengthening in-house capabilities in media strategy and planning.   

Crossmedia’s remit includes helping the client strengthen its in-house media capabilities and supporting 25 key local markets with media plans based on global strategic guidelines.   

Zalando reported 2023 revenue of nearly $11  billion.  

The platform provides digital and infrastructure services, such as analytics, advertising and logistics through it ZMS (Zalando Marketing Services) or ZFS (Zalando Fulfillment Solutions) offerings. 

In 2023, it launched the B2B brand ZEOS (Zalando E-commerce Operating System). The company says that with ZEOS Logistics (including ZFS and ZEOS Fulfillment) fashion and lifestyle brands and retailers can manage their multi-channel business across Europe within one unified platform.  

Agency research firm COMvergence reports that Zalando’s measured media spending in the U.S. last year was about $52,000.