Innovative fabric company looks to agency to raise its profile as lifestyle brand
, a full-service marketing agency, in partnership with sister company Adlucent
, a performance digital agency, has been named media agency
, a performance fabric company whose products are used by consumers, designers and architects. Adlucent will support the media program by providing performance marketing services powered by their purpose-built platform, Deep Search.
AMP and Adlucent will handle media planning, buy and analytics encompassing traditional and digital channels, including online advertising, digital partnerships, and search associated with the account, along with strengthening the positioning of Sunbrella as a lifestyle brand.
The award-winning agency has five offices in the U.S, and more than 300 employees, who support major companies in consumer packaged goods, sports equipment and apparel, consumer electronics and more.
“We’re extremely pleased to be working with Sunbrella, which is already valued by home designers and top specialty retailers as a maker of high-quality, outdoor and indoor-use fabrics,” said Michael Mish, AMP’s SVP, general manager. “Sunbrella has a great opportunity to become a consumer lifestyle brand, particularly as consumers relook and rethink their indoor and outdoor living spaces. Our mission is to not only reach retailers and design professionals but end-consumers as well, so they proactively seek out Sunbrella fabrics for all of their decorating projects. We’ll be using a variety of paid channels, including display and paid search, across a number of B2B and B2C segments, to help Sunbrella grow.”
Sunbrella products include indoor and outdoor upholstery for residential and commercial applications, shade fabrics, and marine upholstery and canvas. AMP vice president, Elizabeth Chapin, will manage the account.
“As a company that prides itself on innovation and performance, we look forward to building on our strong foundation by leveraging AMP and Adlucent’s data-driven capabilities to connect with consumers in new and more effective ways,” said Steve Pawl, Sunbrella’s chief marketing officer. “We look forward to the creativity and idea generation that are sparked by new partnerships.”
“We are honoured to support Sunbrella’s media strategy, in partnership with AMP, to accelerate sales with existing and future customers using our custom science-based performance marketing approach”, concluded Adlucent chief executive officer, Ashwani Dhar.