Dentsu has been appointed global agency of record for Tapestry Inc., parent of Coach, Kate Spade, outside the United States, extending its remit across Asia-Pacific following earlier wins in EMEA and India.
Campaign learns that two separate competitive pitch processes were held, first in EMEAI and then in APAC. R3 (now Mediasense) provided the consultancy support in APAC.
The appointment covers planning and buying across both brand and performance media, with a three-year tenure. Financial details were not disclosed. The APAC brief spans Japan, China, Korea, Singapore, Malaysia, Australia and New Zealand. Work in the region commenced on February 1.
“APAC is a priority growth region for Tapestry and our brands. As we continue to accelerate across the region, having the right media partner is critical. Throughout the pitch process, Dentsu stood out for their deep understanding of our brands, strong local market insight, and ability to translate strategic ambition into meaningful consumer connections,” said Kylene Campos, senior vice president of brand and growth strategy APAC, Tapestry Inc.
The business spans Tapestry’s portfolio brands like Coach and Kate Spade New York, as the company looks to accelerate growth in the region.
Prerna Mehrotra, chief practice officer, Media at Dentsu APAC, said, “We are delighted to be chosen as Tapestry’s partner and energised by their global momentum and ambitions for APAC. Tapestry has built its success by challenging conventions and making bold strategic moves. To continue that growth, they sought partners who are brave, collaborative, and ready to navigate the distinct dynamics of local markets.
This follows Dentsu’s win last quarter of the COS account, the premium apparel brand under H&M Group, for media strategy and execution across seven APAC markets, expanding on its existing relationship in Europe.
Source: Campaign Asia-Pacific
