The White Company, the business which – perhaps unsurprisingly – specialises in all things white, has appointed Rapp Media to handle its media planning and buying account in the UK.
Set up in 1994 by former fashion journalist Chrissie Rucker as a 12-page mail-order catalogue, the White Company now has 50 stores in the UK as well as interests in the US and Dubai and a major online operation. It sells a range of clothing, bed-linen, homeware and knick-knacks.
The agency has been appointed to support the White Company’s growth plans with a targeted media strategy designed to influence customer behaviour by placing brand experiences at the most effective touch-points along the purchase journey.
Activity will include advertising in national quality press and inserts in home interest and women’s magazines. There will also be outdoor, regional, press, door drops and inserts to support the launch of new stores and increase footfall in existing ones.
The retailer will increase spend around peak shopping times such as Christmas, capitalising on heightened activity to broaden its audience and acquire new customers.
The White Company multichannel director Dom McBrien said: “Rapp impressed us with their deep understanding of our business objectives and how to meet them with activity built around consumers.”
Rapp Media managing director Ian Maynard added: “The White Company is a dream client to work on. It is a fantastic brand and its online and offline stores are in growth mode. Our ability to understand every trigger and touch-point that drives customers along the purchase journey makes us ideally placed to support their goals.”
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White Company hires @RAPP_UK Media http://t.co/bqIwWVFrKB #directmarketing #digitalmarketing #advertising #CRM #data