N.Peal Appoints Wavemaker UK to International Digital Growth Strategy

Wavemaker UK has been selected by N.Peal, the British cashmere clothing and accessories brand, to provoke growth through paid and organic search in their UK market. The appointment follows a three-month competitive pitch and will see Wavemaker take over from incumbent, Silverbean.

The luxury brand is famed for its association with the iconic British franchise James Bond and its long-steeped history with Hollywood. Its cashmere jumpers have been worn by the likes of Marilyn Monroe, Elizabeth Taylor and Cary Grant. To continue its success story and deliver its next growth phase, N.Peal aims to focus on driving its ecommerce operations alongside expanding its retail footprint.

Wavemaker has been tasked with driving growth through paid and organic search in the key strategic markets where its current and burgeoning stores can support digital expansion. This will be achieved by accelerating the digital maturity of its PPC strategy to bring it up to the standards of modern search principles. While in SEO, the focus will be to find the intent in search behaviour in order to drive the most valued clicks. This will involve improving N.Peal’s content geotargeting capabilities to ensure the right content is served to the right international market and above its category competitors.

Wavemaker was selected, similarly to N.Peal’s heritage roots, for its esteemed experience of working with luxury brands such as Breitling and Farfetch in search and SEO. And, as a result, its ability to demonstrate and understand the growth opportunities for N.Peal in this field during the pitch process. In addition, Wavemaker is perfectly positioned to drive the necessary holistic approach, integrating PPC and SEO, via its closely coordinated UK search team across its London (PPC) and Manchester (SEO) offices.

Jo McLaren, head of E-commerce, N.Peal, said, “N.Peal has been creating ultra-fine cashmere jumpers, coats, and accessories since 1936. Our brand has always moved with the times and worked to ensure it provides the best-in-class product, no matter the decade. This work with Wavemaker ensures that we can continue to deliver this quality product to customers. No matter where they are looking, online or in-store, where there are, silver screen or the high street - or even UK or US - an N.Peal item will stay with you forever.”

Richard George, head of organic performance and managing partner, Wavemaker UK, added, “Like N.Peal, we have a focus on quality. It’s this quality and personal approach that makes us a perfect fit for them. Beyond this, these attributes really resonated with us during the pitch process. We’re excited to use our resources and expertise across our UK offices to not only deliver on what we promised but see what we can achieve in multiple markets. You could say N.Peal has given us a “licence to kill” the competition!”.