Luxury fashion brand Club 21 has appointed Havas Group’s Ecselis as its performance marketing agency, following a closed door pitch. Prior to the appointment, the account was run in-house by Club 21, according to the press statement.
Following the move, Ecselis will be tasked with driving online e-commerce sales for Club 21’s e-store, leveraging upon various performance-marketing channels. This includes SEM, programmatic, social display, paid digital media, analytics and SEO. The statement added that the model is grounded strongly on hard accountability, measured via certain multiple of quantum of sales in return for media investments made in digital paid media channels.
“Ecselis has the right capability to support our ambitious growth plans. The team impressed us with their proactive pitching based on performance remuneration model and also their value-added services such as a full SEO audit even before the decision to award the business was arrived at,” Jan-Paul Jeffrey, head of marketing, Club 21, said.
“Club21 Global is a very exciting win for us given the upmarket, designer brand e-commerce space it operates in. It is a relatively niche space with very different customer path to purchase stories and hence needs in-depth data analytics play along with constant experimentation for effective optimisation to drive returns,” Hari Shankar, managing director of Ecselis, Asia, said.
Marketing has reached out to Club 21 and Ecselis for additional comment.