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Wavemaker Wins Under Armour’s Digital Media Business

06/08/2021
Media Agency
Singapore, Singapore
33
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Appointment includes strategy, planning, buying and content innovation

Today, Wavemaker announced that it has won the digital media business of the American sports and performance apparel brand Under Armour. The appointment, which comes after a competitive pitch includes strategy, planning, buying and content innovation.

Wavemaker China’s capability in digital communication stood out from the competition during the pitch. The agency’s proprietary Provocative Planning methodology included a globally consistent dashboard spanning three modules to identify opportunities and accelerate future growth for Under Armour. The consumer centric strategy empowers the client with data-driven integrated media solutions.

Wavemaker China’s managing director Julep Lin said: “We are proud of this partnership as the client not only valued our integrated marketing capabilities and strategic vision, but also our insights in the sports brand market. We’re looking very much forward to supporting Under Armour achieve their ambitious growth targets."

Patrik Frisk, president and CEO of Under Armour, pointed out that the company's excellent performance in the first quarter was due to the strong rebound of its business in Asia and North America: In the post-pandemic era, consumer attention is shifting towards a greater focus on sports and health, and that change has helped Under Armour, as one of the top performance apparel brands, to good business performance over the past year. Larger than expected numbers of consumers have returned to physical stores and Under Armour has reported better than expected results: Q1 sales increased 35% year-on-year to $1.3 billion globally.

Since Wavemaker’s Positive Provocation positioning launch in March 2020, the agency has kept strong momentum and recently won L’Oréal in Australia and New Zealand and retained the business in India and Central & Eastern Europe.

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