The luxury fashion house revealed a modernised logo.
The Omnicom agency will succeed Dentsu in 2023.
The partnership includes an in-game experience and a capsule collection.
Four agency groups are in the running, including the incumbent Dentsu.
The Xinjiang cotton controversy in March hasn’t slowed Burberry down, with sales in the Chinese market shooting past pre-pandemic levels by 55%.
The embattled luxury label faces an uphill brand to regain lost ground in a competitive market.
Top news, insights and analysis every weekday
Sign up for Campaign Bulletins