Zalando Appoints Crossmedia as Global Strategic Media Partner
Zalando, Europe’s leading online multi-brand fashion destination has appointed Crossmedia as their global strategic media partner following a review led by R3. The partnership will focus on enhancing global strategy, planning and local market coordination, as Zalando continues to grow its business across Europe.
"At Zalando, we are committed to shaping the future of fashion and lifestyle e-commerce in Europe. Collaborating with top agencies like Crossmedia supports our efforts to realise our vision of becoming a pan-European e-commerce ecosystem,” said Ivan Ponce, director of Go-to-Market Marketing and Media at Zalando. “Crossmedia’s strategic insight and their expertise across European markets will play an important role in supporting our ambition to be the leading destination for fashion and lifestyle inspiration.”
In September, Zalando unveiled its new brand positioning, marking a pivotal step in its journey to becoming a leading European ecosystem for fashion and lifestyle e-commerce. The new direction focuses on enhancing customers' style confidence and meeting their evolving needs through quality, lifestyle, and inspiration.
To support this vision, Zalando is refining its media approach to drive brand evolution and ensure scalability across markets. This includes strengthening in-house capabilities in media strategy and planning.
Crossmedia’s remit will include supporting 25 key local markets in developing media plans based on global strategic guidelines. They will also provide consultative services and develop a bespoke and agile media operation.
“Zalando is an incredibly dynamic business, with an unrelenting desire to be pioneering, not least in how they create connections with new and existing audiences and how they strategically activate media spending”, said Tony Williams, managing director of Crossmedia International. “We are thrilled to partner at this exciting stage of development and look forward to supercharging their ambitious business transformation.”
