The right message is what counts when you want to reach several million consumers at the right moment. C&A has dedicated itself to this topic and put its European media budget out to tender. The task is to make C&A the “most human centric fashion brand” in Europe. Mediaplus International was convincing in the pitch process and won.
It all started in 1841 with a small linen and cotton company in Sneek, the Netherlands. Today, C&A is one of the largest fashion companies in Europe with more than 25,000 employees. Every day, countless consumers flock to one of the more than 1,300 stores in 17 European countries. From now on, Mediaplus International will also be taking care of C&A customers. The agency group won the European media account of the fashion retailer in a pitch against four other competitors. The mandate includes media strategy, planning and buying.
Above all, the Mediaplus team is to contribute its holistic view of all marketing disciplines, far beyond the media sphere. C&A is currently undergoing a comprehensive transformation. From a physical retailer to an omnichannel retailer, stores are being modernised and smaller concept stores now flank the large clothing stores. The plan is to make C&A the “most human centric fashion brand” in Europe. Mediaplus is to accompany the transformation as a strategic business partner. Everything revolves around the “&”: Store & Web Traffic, Brand & Performance, Online & Offline Media, Global & National – Mediaplus & C&A. The special data competence of Mediaplus Realtime also came into play here.
“We look forward to our new partnership with Mediaplus”, says Richard Haram, Head of Omni Marketing & Media Management at C&A. “Mediaplus has very strong media expertise across Europe which will help to accelerate C&A’s growth plans across the continent. We loved their commitment to our brand and their passion for the growth journey ahead.”
Matthias Brüll, Global CEO of Mediaplus, explains: “Clients want an excellent understanding of their industry, consulting at eye level and inspiration. C&A has been a traditional brand for more than 180 years and has been managed by its owner for six generations. That’s a perfect fit for us, as we area partner-managed and independent agency group. We had a very good feeling right from the start. We are proud and happy to have been chosen by C&A. For us, C&A is a top priority.”