MullenLowe Group's Mediahub UK Wins Farfetch Account

Mediahub UK, part of the MullenLowe Group, has won the global communications planning and media buying account for Farfetch, the leading global platform for the luxury fashion industry.

In a four-way pitch, the winning agency Mediahub saw off the incumbent agency MediaCom and also Hearts & Science and Havas (who bowed out of the race at an earlier stage).

With a centralised UK hub, global strategy, governance, analytics, learning and optimisation will be the responsibility of the Farfetch and Mediahub teams in London whilst local implementation will be led by Mediahub offices in New York, Dubai and Shanghai.

Mediahub’s first campaign will run in April 2022.

The pitch process was run by the AAR and also The Aperto Partnership who managed the commercials and contractual elements.

Perfectly aligned to Farfetch’s operating model and growth ambitions, Mediahub takes a human-at-the-core approach to solving business problems and is built on the three pillars of Humanity, Technology and Creativity that fuse together and collectively enable the agency to expertly deliver on Client goals.

Farfetch’s mission is to be the global platform for luxury fashion, connecting creators, curators and consumers. Founded in 2007 by José Neves for the love of fashion and launched in 2008, FARFETCH began as an e-commerce marketplace for luxury boutiques around the world. Today the FARFETCH Marketplace connects customers in over 190 countries and territories with items from more than 50 countries and over 1,400 of the world’s best brands, boutiques and department stores, delivering a truly unique shopping experience and access to the most extensive selection of luxury on a single platform.

Gareth Jones Global CMO at Farfetch, said: “FARFETCH is currently a bigger business than it is a brand – which presents a fantastic opportunity for us and Mediahub to build on. We are rebalancing our brand investment to enable this and having now identified our perfect partners, we are looking forward to working together on this exciting global challenge.”

Danny Donovan, CEO at Mediahub UK said: “Farfetch epitomise our perfect client. Huge ambitions and a clear vision to realise those ambitions. They strive to challenge category norms and are determined to reflect that in their communications. The team are oozing smarts, are incredibly driven and are very nice to boot; a fantastic group of humans who ran a great process which was ably assisted by the AAR and Aperto. We can’t wait to get cracking!.”