The Iconic has launched a creative review and will be looking for a new lead agency after Dentsu Creative declined to take part.
The Iconic confirmed the review, noting it was part of a focus on evolving the brand and the way it connects with customers.
The Iconic chief marketing officer Joanna Robison, a regular on B&T’s CMO Power List, recently told B&T that she has shifted the balance of budgets away from performance and further into brand, leading the company to its first full year of growth in some time.
Dentsu first won the account in 2022, helping the online fashion retailer navigate choppy post-COVID waters and re-establish the brand and its emotional connection to consumers.
Dentsu has played its part, notably on the ‘Got You Looking’ campaign (above) that delivered strong results across the board, but declined to pitch in a process that it says is procurement led.
“It only feels like yesterday we were in a room with Jo, Georgia and the team workshopping the original ‘Got You Looking’ idea and positioning,” Dentsu’s chief practice officer – creative David Halter said.
“We’re incredibly proud of what we achieved together over the past four years and the role the platform played in helping re-establish THE ICONIC in culture and consideration.
“As the business enters its next chapter, we made the decision not to participate in the procurement-led review process. Partnerships naturally evolve, and after four years together, it felt like the right moment for both sides to explore what comes next.
“We leave with enormous respect for the team and genuinely wish them continued success for the future.”
The Iconic also works with long-term media agency Love Media.
