Canadian men’s fashion retailer Harry Rosen has partnered with media agency DAC to enhance its overall marketing strategy’s impact. The agreement is part of DAC’s effort to improve how it partners with marketers and drives its business forward, the agency said.
Under the partnership, DAC will oversee the brand’s media planning, buying and execution across select platforms, while also providing strategic guidance on media platforms managed internally by Harry Rosen. Beyond media execution, DAC will support measurement and advanced analytics, delivering insights that will inform Harry Rosen’s customer acquisition and retention strategies.
The agency will develop a lifetime value (LTV) model, using Harry Rosen’s sales and media spend data to pinpoint high-value customers and optimize resource allocation. Additionally, it will identify geographic areas with high concentrations of existing and potential customers to enhance media targeting.
“This collaboration is built on seamless integration between DAC and Harry Rosen’s internal marketing and analytics teams, ensuring Harry Rosen is able to continue to grow e-commerce revenue, while simultaneously expanding efforts further up the funnel to optimize customer acquisition and lifetime value,” says Jessica Gale, chief customer officer at Harry Rosen.
Gale tells MiC that Harry Rosen has previously worked with other media agencies, but this is its first hybrid, collaborative partnership that focuses on insights from first-party data to drive media strategies and executions as a unified team.
“We didn’t believe a traditional agency-client relationship was in our best interest. We have strong internal teams (media, analytics, creative) already, but we recognize we can’t be best in class in everything,” she says. “We wanted a partner who could add value from an omnichannel media planning perspective and deeply root the media strategy and media execution leveraging insights from our first party data.”
Adam Luck, managing director of DAC in Canada, says that while most of their client partnerships are based on traditional AOR relationships, they are shifting their business to different models that allow them to work with in-house teams. Over the past five years, he says, they have seen more marketers internalize more functions that used to be handled by partner agencies. Some have been very successful, while others have struggled in specific areas.
“DAC realized that we could complement our existing AOR model with a more flexible model for clients where it makes sense for both parties,” Luck says. “Harry Rosen is not the first brand we’ve worked in a hybrid model. We do expect the pendulum to continue to swing as marketers who have in-housed certain marketing functions struggle with specific elements.”
Other brands working with DAC include MTY Group, Telus Health, Dollarama, Aldo Group and Econofitness.
