Harry Rosen and DAC: The Power of Agency and In-House Collaboration

Harry Rosen, Canada’s leading luxury menswear retailer, is teaming up with DAC, an international full-funnel media agency, to elevate the effectiveness of its marketing strategy. This collaboration is built on seamless integration between DAC and Harry Rosen’s internal marketing team, ensuring Harry Rosen is able to continue to grow eCommerce revenue, while simultaneously expanding efforts further up the funnel to optimise customer acquisition and lifetime value.

This partnership is not a traditional agency-client arrangement, but rather a strategic partnership, where DAC works in tandem with Harry Rosen’s internal team to enhance the overall media strategy and drive incremental value via performance media strategy and optimisations.

"This partnership is built on collaboration" said Jessica Gale, chief customer officer at Harry Rosen. "By integrating DAC’s expertise with our in-house capabilities, we are ensuring that our marketing strategy is both omnichannel and deeply rooted in data-driven insights — helping us to balance the needs of short-term sales and longer-term growth."

Harry Rosen and DAC have established a structured and collaborative division of responsibilities to ensure clarity and efficient execution within the full-funnel media framework. DAC will lead the overall media planning, buying, as well as execution for select media platforms while providing strategic counsel on media platforms managed internally by Harry Rosen.

In addition to media execution, DAC will play a critical role in measurement and advanced analytics, providing deep insights that will shape Harry Rosen’s customer acquisition and retention strategies. Key initiatives include the development of a robust Lifetime Value (LTV) model, leveraging Harry Rosen’s historical sales and media spend data to identify high-value customers and optimize resource allocation, ensuring short-term objectives align with long-term profitability. Leveraging DAC’s Enterprise-to-Local expertise, the agency will pinpoint geographic hot spots of Harry Rosen’s existing and potential customers to enrich media targeting. Further, Incrementality Testing and Media Mix Modeling will help quantify the true impact of marketing efforts, enabling precise budget allocation and improved marketing efficiency.

“We are thrilled to be working with Harry Rosen in such a deeply integrated capacity,” said Adam Luck, managing director, Canada at DAC. “This is not a conventional client-agency relationship—it’s a unique and innovative partnership, where our team collaborates closely with Harry Rosen’s internal marketers to deliver a full-funnel strategy backed by advanced analytics that drive measurable results.”