Wavemaker scoops $50m brief from tech marketplace

BackMarketBack Market, the tech marketplace which sells high-quality professionally refurbished electronic devices and appliances, has appointed Wavemaker to its $50m brand global media business following a competitive pitch.

The agency will be tasked with supporting future growth plans with the ultimate aim of making the brand the global “go-to” for refurbished electronics.

Founded eight years ago, the Paris-based company has become one of the world’s leading marketplaces for refurbished tech and aims to lead the market in its transition towards a circular economy.

Wavemaker will support Back Market across existing markets in Europe, including the UK, which is a key focus for the French-based brand this year. Wavemaker will also support its growth expansion into the US.

Back Market director of global media Alexandra Walker said: “Recruiting our future customers with the right message at every stage of their purchase journey is key to fulfilling our ambitious plans for Back Market’s future growth and category-creating mission.

“Working with Wavemaker, I’m confident we’ll have both the strategic support and activation expertise we need to help consumers understand that refurbished is better than new.”

Wavemaker global client president Alastair Bannerman added: “We are delighted to welcome Back Market and our expanding roster of new economy clients.

“Our attitude of ‘positive provocation’ is a great match for their ambitious growth trajectory. The partnership reflects our credentials as the right strategic partner for the scale-up sector. We can’t wait to get started.”

Wavemaker is increasingly supporting clients on communicating sustainability messages, and is already working with Trainline and WeAre8 in the UK to deliver best practices.

Back Market joins a portfolio of “new economy” wins for Wavemaker, having recently also added clients including Square, SeatGeek, Zwift, Coinbase, InPost, Mettle, Flink, FreeNow and TikTok to its roster.

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