Partners unit courts luxury brands

Partners unit courts luxury brandsJust a week after launching a content division, Partners Andrews Aldridge is at it again, this time using its experience of working for the likes of Rolls-Royce, Corinthia Hotels, and Vertu to set up a new luxury wing.
Dubbed Cocoon, the new global offering is designed to woo more luxury brands to the agency with the promise of creating highly personal and connected experiences for their customers.
The unit will be run by creative chief Steve Aldridge – a man not unfamiliar with the finer things in life, especially luxury hair products and cars – alongside strategy director Erminia Blackden and managing partner Paul Vallois.
The agency claims: “Cocoon incorporates the luxury expertise and experience from across the Engine Group, providing a tailored solution to clients working within the sector. The offering places luxury in the context of cultural, social and economic trends, which guides our understanding of the unique relationships people have with luxury brands.”
Cocoon will also provide strategic research and insight into the luxury sector, “to better engage with the thoughts, feelings and actions of the affluent consumer”.
Aldridge said: “Customers have high expectations when it comes to engaging with luxury brands. But often these brands fail to provide a truly unique experience across all touchpoints. We want to help provide brands with genuine, personal experiences that tell captivating stories, and connect with audiences in rich, deep and meaningful ways.”

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1 Comment on "Partners unit courts luxury brands"

  1. Look who’s gunning for the luxury market – if anyone can, Steve @AndrewsAldridge can! #CRM

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