R.M. Williams Hands Audience Precision Global Media Strategy Account

Iconic Australian brand R.M Williams has appointed media strategy consultancy and technology business Audience Precision to handle its global insights and media strategy.

Audience Precision will provide insights, global media strategy and offline media buying to R.M. Williams across 12 international markets, including Australia, the US, Canada, the UK, and key markets across Europe.

The company was appointed after a competitive pitch involving four other media agencies, with the R.M. Williams’ team calling out Audience Precision’s insights, strategic approach, and premium access to multiple global markets.

The appointment comes off the back of the retailer’s return to Australian hands, with new owners Nicole and Andrew Forrest buying the business through their investment company, Tattarang, from Louis Vuitton-backed private entity L Catterton, earlier this year.

The Adelaide-based heritage brand was founded by bushman Reginald Murray Williams in 1932 and has enjoyed global expansion, and holds actor Hugh Jackman as its global ambassador.

Audience Precision global chief executive Haydon Bray (pictured) said he was thrilled to be working with such an iconic Australian brand.

“The R.M. Williams team is truly passionate about their brand and how they can scale it throughout the world,” Bray said in a statement.

“We share that passion and are ready to help them grow. Our ability to align insights to actionable media strategies in every global market, along with our rapid-build campaign options using our proprietary technology managed by experienced strategy architects, plus our ability to service its Australian-based global marketing team from our office in Sydney, were big selling points for the R.M. Williams team and we’re excited to get started.”

R.M. Williams CMO Mat Hayward said: “Haydon and his team delivered the most persuasive partnership that focused on their ability to maximise the effect of our media advertising budgets— showcasing Audience Precision’s approach to personalised data on the patterns and preferences of consumers—our consumers.

“But, more than this, for a brand that was built through personal connections, Haydon and the AP team went above and beyond to understand our challenges and opportunities, the brand and rose to every challenge we threw at them with grace and tenacity.”

R.M. Williams digital marketing and media manager Frits Arkema said: “We are thrilled to be working with Audience Precision. We already make the best boots in the world, we already have a very strong brand and now we have found the partner that can help us efficiently find new audiences on a global scale.

“Haydon and the team really impressed us during the pitch process and we really feel quite honoured to be working together with such a smart team.”

The R.M. Williams appointment is effective immediately.

Featured image source: audienceprecision.com/@sgrphoto

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