FYI

Havas Group’s Ecselis wins performance marketing account with Club 21 in Singapore

Havas Group agency Ecselis has been named as the performance-marketing agency of Singaporean luxury fashion retail company Club 21. 

The agency was appointed after a closed-door pitch. Prior to appointing Ecselis, the account was run in-house by Club 21.

The announcement:

The company currently sells 400 brands through 250 outlets and owns an e-commerce site www.club21global.com that curates more than 150 designer brands.

As part of this appointment, Ecselis has a clear mandate to drive online e-commerce sales for Club 21’s e-store leveraging upon various performance-marketing channels such as SEM, programmatic, social display, paid digital media, analytics and SEO. The model is grounded strongly on hard accountability measured via a certain multiple of quantum of sales in return for media investments made in such digital paid media channels.  

Commenting on this appointment, Jan-Paul Jeffrey, head of marketing, Club 21, said: “Ecselis has the right capability to support our ambitious growth plans. The team impressed us with their proactive pitching based on performance remuneration model and also their value-added services like a full SEO audit even before the decision to award the business was arrived at. I am looking forward to working with the Ecselis team to drive expansion for our ecommerce platform.”

Hari Shankar, managing director of Ecselis, Asia, said: “Club21 Global is a very exciting win for us given the upmarket, designer brand e-commerce space it operates in. It is a relatively niche space with very different customer path to purchase stories and hence needs in-depth data analytics play along with constant experimentation for effective optimization to drive returns. We are delighted to be able to take on board a brand that allows us to enhance our learning in the tech, data and analytics space in addition to taking on the challenge of driving aggressive ecommerce ROI targets at scale.”

Source: Havas Group

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