Carat Scotland Wins M&Co Media Planning & Buying Account

M&Co, the Scottish-based fashion retailer, has appointed Carat Scotland to manage its £1.5m media planning and buying account in the UK.

Carat Scotland has been briefed with shaping an insight strategy and media buying plan designed to help the family-owned fashion chain boost footfall in its 260 stores and attract customers to its award-winning online shopping destination.

As part of the media strategy, the Scottish-based media agency will deploy smart data as well as negotiating partnerships with key broadcast and print media outlets to bolster brand engagement with its current customers and extend its appeal among new audiences.

Carat Scotland beat incumbent TCS media following a competitive pitch, winning the account on the back of its sophisticated understanding of M&Co’s core audience, and with a media plan that drives real business value.

Sue Holloway, CEO of Carat Scotland, said:“M&Co is a brand with a strong heritage and we are thrilled to be working with them. This is an exciting time for retail, and we are looking forward to taking advantage of the opportunities offered by media convergence to bring consumers closer to M&Co’s high value-for-money offering and excellent customer service.”

Gerard Gavan, Marketing Controller at M&Co, said:“We’re really excited about working with a company that understands how to capture our audience in innovative ways. Carat Scotland has gone above and beyond to ensure we retrieve in-depth insight to enable us to strengthen our relationship with our existing and new customers. It’s important to our company to work with people who share our passion for the brand and has the skills to enable us to grow as a business.”