Hull-based agency Summit has been appointed to reshape the PPC activity of fashion retiler Boohoo in the UK, Ireland, US and Australia following a competitive pitch.

The team will look to revitalise Boohoo’s paid search strategy, with a focus on traffic growth, new customer acquisition, efficiency and optimisation.

The work will target fashion conscious women aged between 16 and 24 in the UK, US, Australia and Ireland, to grow traffic to and increase sales.

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Summit says it will use its proprietary technology, Forecaster, to help Manchester-based Boohoo “unlock greater revenue and margin from its data by optimising all paid search activity”.

Richard Clark, marketing director at Boohoo, said: “Boohoo is embarking on an exciting journey and we require the support of a partner with deep-rooted experience in paid search to unlock sales.

“The Summit team demonstrated a deep understanding of our brand and how to effectively reach and mobilise our target across the globe. They stood out amongst the competition.”

Hedley Aylott, CEO of Summit, added: “This win is testament to our integrated way of applying our innovative technology and working with data analytics to drive great results for retailers. We are confident that with our previous experience and award winning technology, Boohoo’s ambitious growth targets will be achieved.”