Marketing Agency Wavemaker Assigned $40 Million European Account by Designer Outlet Owner McArthurGlen
McArthurGlen, a leading owner and operator of designer outlet shopping locations, has chosen Wavemaker as its media buyer for its European markets. This decision comes as McArthurGlen looks to consolidate its media with a network partner that can provide a connected approach across the regions.
The shopping centers, which span 10 countries and house approximately 3,000 stores, welcome around 90 million visitors annually. Brands within the centers include Nike, Tommy Hilfiger, Ralph Lauren, and Under Armour, among others. McArthurGlen owns 26 of these locations.
Nathalie Pomroy, the chief marketing officer for McArthurGlen, commented on the partnership, stating, "We're excited to partner with Wavemaker to develop a tailored, multi-channel media strategy that maximizes brand awareness and drives footfall in our outlet shopping centers."
Wavemaker's media buying strategy for McArthurGlen across Europe—including France, Italy, Germany, Austria, Greece, The Netherlands, UK, and Spain—focuses on a flexible, data-informed approach. The strategy includes:
- Market-Specific Media Mix: Wavemaker adapts media channels to each country’s consumer behavior and media consumption habits. For example, in the UK and Germany, a strong digital media presence combined with out-of-home (OOH) advertising is emphasized. In Italy and Spain, more emphasis is placed on TV and radio alongside digital campaigns. Greece and Austria may have a stronger local press and regional media presence.
- Data-Driven Targeting: Leveraging first-party data from McArthurGlen and third-party insights, Wavemaker targets key demographics such as fashion-conscious consumers, families, and tourists with precision across platforms—programmatic digital display, social media, search ads, and video.
- Seasonal and Event-Led Campaigns: Media spending is aligned with peak shopping periods like sales seasons, holidays, and special events at each outlet, ensuring increased exposure when intent to shop is highest.
- Cross-Channel Integration: Ensures a cohesive brand message across channels—digital, TV, OOH, print—creating a seamless customer journey from awareness through to conversion.
- Local Activation Support: Local market teams are integrated into the strategy to provide insights on cultural nuances and regional media opportunities, optimizing campaign relevance.
- Measurement and Optimization: Continual monitoring of key performance indicators (KPIs) across markets, with agile budget adjustments and creative tweaks to improve ROI.
In summary, Wavemaker’s strategy is to create a flexible, data-informed, and locally nuanced media buying plan across McArthurGlen’s European markets. The strategy balances digital innovation with traditional media to boost engagement and drive traffic to outlet centers. The GroupM media account, valued at $40 million, will cover McArthurGlen's markets across Europe, except for the U.K. and Spain, where the GroupM media agency will cover only online media.
In collaboration with Wavemaker, McArthurGlen aims to establish a multichannel media strategy that tailors finance and business practices, specifically focusing on brand awareness and increasing footfall in their outlet shopping centers. This strategy involves a flexible, data-driven approach that adapts to various European markets, emphasizing digital media along with traditional out-of-home advertising, television, and radio, while leveraging seasonal and event-driven campaigns for optimal engagement and traffic.
