American Eagle Outfitters (AEO) is partnering with TBWA’s Digital Arts Network (DAN) to explore a new operating model for creating content.
The global clothing and accessories retailer will be the first brand in Hong Kong to leverage the Flare Studio platform, with TBWA\Asia Pacific being the first agency network in the far east to offer the service to their clients.
DAN will establish an AEO ‘Content Lab’ to utilise Omnicom’s Flare Studio platform, which enables professional film-makers from around the world to pitch for brand briefs, allowing AEO to decentralise its marketing efforts whilst maintaining a high level of creativity, quality and speed.
As a brand that celebrates individuality and self-expression, curating content has been an important part of AEO’s social media and brand experience.
The platform gives AEO instant access to a global pool of over 10,000 film-makers from 100 countries, in addition to offering cost-effective and flexible pricing, as projects can be submitted to one of three tiers of talent. Film-makers rise through each level as they refine their skills, create a rich and compelling body of work and become more widely recognised within the industry.
DAN’s Content Lab will ensure briefs and executions are aligned with brand guidelines, strategy, and objectives – which is crucial as AEO undergoes an evolution that will see a new brand direction and platform launched worldwide later this year.
“As the American Eagle brand evolves to bring surprises and innovations to our customers, we look forward to marrying this with a fresh new content production model helping the brand platform come to life.” said Samson Li, Director Marketing at American Eagle Outfitters Hong Kong.
“In markets like Hong Kong where the KOLs continue to play a big part in brand communications, this innovative content production model will allow brands to capitalise on a wide range of content creators who truly understand the culture and trends of their city.” said Jan Cho, Managing Director of TBWA\Hong Kong. “We’re excited to explore the possibilities of the Flare Studio platform with American Eagle.”