Zenith Appointed as Ralph Lauren Agency of Record for Global Media Strategy and Buying

Ralph Lauren announces today that it is refreshing its marketing partners in support of its Next Great Chapter strategy to deliver long-term sustainable growth and value creation. The company has selected Zenith as its agency of record for global media strategy and buying, for its expertise in digital, leading data and technology platforms, and global buying power.

Ralph Lauren is focused on winning over a new generation of consumers, while driving operational excellence across its business. It has increased marketing spend by 10% YoY, all of which will be focused on digital channels.

Zenith was named the global agency of record following a competitive pitch that commenced with 11 agencies. Zenith will manage the account across North America, EMEA, and APAC, and will work closely with three key local partners for execution: PMG in North America, Forward3D in EMEA, and Dentsu in Japan and South Korea. This reduces Ralph Lauren’s global media partners from 12 to four, which will drive efficiency and leverage scale across the business as it delivers for consumers across the channels that matter most to them.