• by Fern Siegel , Yesterday

MZ Wallace is now 25 — and to shape its next expansion, the luxury accessories brand, know for its quilted nylon bags, named January Digital as its media agency of record.

The agency won the account without a competitive review.

Work is now live, with a more significant presence expected later this year. The assignment is to ensure greater optimization and media planning to augment creative reach. Targets include urban women and female next-gen explorers.

With new stores in Washington, D.C. and Los Angeles and continued ecommerce and retail expansion in the U.S., U.K. and Canada, the company's focus is extending brand visibility. Inc. reported MZ Wallace exceeded more than $100 million in sales in 2024. Its celebrity clientele includes Jennifer Garner, Sarah Jessica Parker and Lupita Nyong’o.

January Digital will oversee all paid media across Meta, TikTok, and Google. The Park Collection, Lunar New Year styles and Valentine’s Day campaigns set a distinct tone for the year. A Mother’s Day collaboration is expected to drive spring growth.

“After 25 years, we’re not slowing down, we’re building what’s next,” said Eliza Sniatkowski, vice president, marketing at MZ Wallace. “There’s significant opportunity to grow our audience and expand how customers discover us. We were looking for a partner who could help us scale thoughtfully across channels while staying true to the brand.”

The brand was founded by Lucy Wallace Eustice and Monica Zwirner.

January Digital's client work includes Josie Maran, Steve Madden and Carhartt.