International retailer Primark is planning to ramp up its expansion across new markets, channels and products with the appointment of VCCP as its global branding and creative agency.
The move follows the appointment of former Tesco and Barclays group brand director Michelle McEttrick to the new role of chief customer officer with a remit to further develop the Primark brand and customer strategy.
VCCP has been tasked with creating a global creative platform that brings the brand to life through all its communications to help Primark expand its brand across Europe and the US,
Building on the foundations of Primark’s brand strategy, purpose and values which the retailer has spent the last year developing, the platform will act as the springboard for Primark’s campaigns, with the first campaign going live in key markets US and Germany imminently.
VCCP will work with Primark to create a new visual identity as well as developing its brand architecture and supporting the retailer to build out its communications and vision around Primark Cares, its strategy to become a more sustainable and circular business by 2030.
The global account will be run by both VCCP London and VCCP US; the agency was appointed following a three-way competitive pitch process.
McEttrick said: “We are delighted to be teaming up with such a talented group of people as we take the Primark brand to the next level. Our brand is at different stages across our 16 countries and with plans to reach 530 stores by the end of 2026, ensuring a simple, consistent, and focused approach which allows flexibility in-market will be essential for our continued success.”
VCCP international chief executive Julian Douglas added: “VCCP is thrilled to create a long term partnership with Primark, an iconic brand on the shopping streets of Europe with huge global growth ambitions.”
The retailer will be hoping the new drive will work out better than the launch of its first click and collect service in November last year.
Initially going live across 25 stores in the North West of England, Yorkshire and North Wales, the firm failed to anticipate the huge demand for the service and it knocked the whole Primark website offline for days.
However, it all came good in the end and the scheme has since been expanded to cover 32 stores in London and the surrounding area, offering consumers the chance to shop its online-only kids, baby and nursery collections and selected in-store ranges in one place.
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