RM Williams pursues fresh media strategy

Iconic Australian brand brings on new local agency to help drive global media insights, strategy and execution

Recently returned to local hands, RM Williams has appointed a homegrown media agency to spearhead its global media buying, insights and strategy.

The Australian footwear, clothing and accessories manufacturer and retailer has selected Audience Precision to provide insights, global media strategy and offline media buying across 12 markets including Australia, the US, Canada, UK and several European markets. The competitive pitch and selection process involved four other agencies and comes on the back of the brand’s change in ownership.

RM Williams was acquired by Australian investors, Nicole and Andrew Forrest, via their investment company, Tatterang, in October 2020 for an estimated $190 million from former private entity owner, L Catterton.

In a statement, RM Williams CMO, Mathew Hayward, said the partnership with Audience Precision is focused on maximising the effect of the brand’s media advertising budgets by tapping into personalised consumer preferences and data. The mix of personalised data approach and artificial intelligence (AI)-based tools were key reasons for the appointment, he said.

RM Williams digital marketing and media manager, Frits Arkema, said the team was thrilled to be working with a new media agency to seek out fresh consumers internationally and locally. The appointment is effective immediately.

“We already make the best boots in the world, we already have a very strong brand and now we have found the partner that can help us efficiently find new audiences on a global scale,” he said.

Audience Precision’s uses the attentionTrace media planner, AI-based tool for what the company calls ‘human attention’ data across digital, social and TV for media planning. The tool is produced by Amplified Intelligence Technologies.

Audience Precision global CEO, Haydon Bray, said RM Williams was passionate about its brand and scaling it globally. He highlighted the agency’s proprietary technology, strategy architects, Australian presence and rapid-build campaign options as differentiators leading to its successful appointment.

Audience Precision chief strategy architect, Josh Sharp, said it will be fusing RM Williams’ existing audience segmentation model with its bespoke global data to deliver media in 46 global markets.

“This gives Audience Precision a much deeper and richer understanding of not only current audience mindsets, motivations, beliefs, media consumption and lifestyle traits, but also mining for where untapped mid to long-term growth will come from, via new and emerging customers,” he told CMO.

The RM Williams brand and business was established in 1932 by iconic Australian bushman, Reginald Murray Williams. It was sold by a former News Corp executive to Louis Vuitton backed by L Capital Asia/ L Catterton in 2013. Minority shareholders also include Hugh Jackman and Glen McGrath.

Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, follow our regular updates via CMO Australia's Linkedin company page, or join us on Facebook: https://www.facebook.com/CMOAustralia.

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Latest Videos

More Videos

More Brand Posts

What are Chris Riddell's qualifications to talk about technology? What are the awards that Chris Riddell has won? I cannot seem to find ...

Tareq

Digital disruption isn’t disruption anymore: Why it’s time to refocus your business

Read more

Enterprisetalk

Mark

CMO's top 10 martech stories for the week - 9 June

Read more

Great e-commerce article!

Vadim Frost

CMO’s State of CX Leadership 2022 report finds the CX striving to align to business outcomes

Read more

Are you searching something related to Lottery and Lottery App then Agnito Technologies can be a help for you Agnito comes out as a true ...

jackson13

The Lottery Office CEO details journey into next-gen cross-channel campaign orchestration

Read more

Thorough testing and quality assurance are required for a bug-free Lottery Platform. I'm looking forward to dependability.

Ella Hall

The Lottery Office CEO details journey into next-gen cross-channel campaign orchestration

Read more

Blog Posts

Marketing prowess versus the enigma of the metaverse

Flash back to the classic film, Willy Wonka and the Chocolate Factory. Television-obsessed Mike insists on becoming the first person to be ‘sent by Wonkavision’, dematerialising on one end, pixel by pixel, and materialising in another space. His cinematic dreams are realised thanks to rash decisions as he is shrunken down to fit the digital universe, followed by a trip to the taffy puller to return to normal size.

Liz Miller

VP, Constellation Research

Why Excellent Leadership Begins with Vertical Growth

Why is it there is no shortage of leadership development materials, yet outstanding leadership is so rare? Despite having access to so many leadership principles, tools, systems and processes, why is it so hard to develop and improve as a leader?

Michael Bunting

Author, leadership expert

More than money talks in sports sponsorship

As a nation united by sport, brands are beginning to learn money alone won’t talk without aligned values and action. If recent events with major leagues and their players have shown us anything, it’s the next generation of athletes are standing by what they believe in – and they won’t let their values be superseded by money.

Simone Waugh

Managing Director, Publicis Queensland

Sign in