
Mediaplus Group has won the
international media account for Gore-Tex, an outdoor apparel brand. The account spans EMEA and North America, covering media strategy, planning and buying.
In partnership with its agency
subsidiary Mediascale, Mediaplus secured the account after a competitive review.
The goal is to influence consumers' purchasing decisions for partner brand products. Because Gore-Tex does not
have its own conversion data, its cross-channel media strategy is more nuanced.
First campaigns will launch this fall, introducing new Gore-Tex Pro technology. Communication will be digital
– with a video-first approach: OTT, outstream, native, programmatic, and search.
“We were looking for an international partner who not only brings digital excellence to the table,
but also truly understands the apparel segment and our global B2B2C approach with all its unique challenges,” says Achim Ewers zum Rode, global CMO of Gore-Tex.
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Michael S. Adams,
regional marketing leader, Americas, adds: “The U.S. market presents unique challenges — from highly fragmented audiences to regionally diverse consumer behavior.”
The tech
lynchpin is an AI-based data hub that links usage, retail and market data. A custom client dashboard lets campaigns adjust in real time.