Buy now, pay later provider Clearpay is aiming to overhaul is media strategy with the appoinment of Bountiful Cow following a three-way competitive pitch process managed in-house.
The agency, which will start work in January, will handle all media planning and buying. Bountiful Cow will be tasked with driving brand growth by maximising audience engagement, and implementing disruptive, cut-through communications that deliver a ‘relative advantage’ against category competitors, such as Klarna, Affirm and Afterpay.
Clearpay launched in the UK in 2021 and in the US in 2020, having been set up in 2016 in Australia. Globally, the brand claims to have more than 24 million active consumers and more than 348,000 merchants.
The service allows shoppers to pay for purchases in four instalments over six weeks, interest free.
It is claimed that by offering Clearpay at checkout, retailers provide payment choice and flexibility to their customers, helping them avoid having to use high interest credit cards that often come with the risk of revolving debt.
The Clearpay Shop Directory generates an average of one million referrals to merchants a day globally.
Clearpay vicde-president of marketing Joel Moran said: “The consumer-centric business model of Clearpay has disrupted traditional finance, which has led us to building a loyal and engaged base of customers who love the simplicity of our product and the way it works.
“We will be looking to Bountiful Cow to grow this base even further with outstanding and highly creative executions.”
Bountiful Cow chief executive Adam Foley added: “Bountiful Cow’s ‘relative advantage’ approach is perfect for achieving Clearpay’s ambitious growth plans. This approach seeks unconventional media channels that go against category norms, to create stand out campaigns and grow market share in unique and underused spaces.”
Clearpay also works with social, influencer marketing, and events specialist PrettyGreen.
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