Jewellery brand Pandora, which has singlehandedly revived the charm bracelet among other pricey knickknacks, has consolidated its global media account with the Dentsu network, continuing its eight-year relationship.
With what is claimed to be a “substantial” planned media investment, the new two-year contract will see Dentsu representing Pandora across 36 markets including the UK, the USA, Canada, Italy, France, Germany, Spain, Poland, and Australia.
Having been selected as a key global media agency in 2016, Dentsu expanded its role as an integrated agency to Pandora following a global pitch in 2022.
Tasked with supporting Pandora’s wide-reaching marketing transformation, Dentsu has built a bespoke integrated operating model: the Pandora Experience Lab. This approach was designed to build captivating, end-to-end consumer experiences that “Give a voice to peoples’ loves” by connecting media, performance marketing, CXM and creative.
Integral to the proposition has been the development of a global performance studio across social and search that has delivered growth by scaling experimentation and consistent adoption of best practice across markets.
Underpinned by improved global reporting and automation solutions, it is claimed that the Pandora Experience Lab allows both client and Dentsu teams to make better decisions faster. Agencies including Carat, iProspect, Merkle and Tag have worked across the business.
Pandora VP paid media and performance marketing Dennis Pedersen said: “We truly consider our relationship with Dentsu to be a strategic partnership, that has grown well beyond that of a media agency.
“Dentsu’s willingness to rethink how we approach customer-centricity, has been invaluable to Pandora’s transformation over the last several years. What began as an integrated marketing transformation, has really triggered discussions about how our entire business operates and this is a reflection of the high level of mutual trust we have built between our businesses.”
Dentsu head of The Pandora Experience Lab Sylvain Valeix added: “Our custom-built solution has been designed to drive a culture of innovation and experimentation, realising the full potential of media as a driver for growth and brand impact. We are grateful to Pandora to have placed their trust in us to help drive the next chapter of their transformation journey.”
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