HENNE has appointed Jaywing as its performance agency partner, with sister agency The Social CliQ engaged to lead social media creative strategy, following a competitive pitch.
Jaywing will manage paid media strategy, execution and optimisation across Meta, Google, TikTok and Pinterest, alongside reporting, measurement, analytics, creative strategy and production support.
The Social CliQ will lead social strategy, with a primary focus on Meta and TikTok, spanning full-funnel execution across influencer, UGC and conversion-led creative.
The win follows a formal pitch with HENNE assessing multiple agencies across strategic capability, creative expertise, performance media, measurement and team chemistry.
Founded in 2019, HENNE, Swedish for ‘her’ has rapidly built a cult following for its elevated wardrobe essentials and modern, minimalist aesthetic.
Created by Nadia Bartel, Michelle Ring and Laura Broque, the Melbourne-born brand has emerged as one of Australia’s most recognisable contemporary fashion brands with a loyal customer base.
Jaywing’s remit will focus on driving sustainable new customer acquisition as HENNE enters its next phase of growth across Australia and New Zealand, ahead of international expansion.
The agency will deploy FeedOps to enable the optimisation of product data for improved performance across paid media, with a particular advantage in preparing feeds for LLM-driven and agentic commerce environments.
Ash Terry, eCommerce director at Jaywing, said: “We’re delighted to be partnering with HENNE at such a pivotal stage of its journey. What stands out is the brand’s commercial maturity and its clear focus on sustainable new customer acquisition.
“That long-term mindset creates the conditions for truly effective performance marketing, where data, creative and media work in lockstep. With the addition of FeedOps and our advanced measurement approach, we can unlock new levels of efficiency and scale for HENNE.”
Talia Datt, founder and managing director of The Social CliQ, added: “HENNE is a brand with an incredibly strong aesthetic and cultural resonance, which gives us a powerful platform to build from. We’re excited to be working alongside Jaywing and the HENNE team on this great Australian brand.”
