Fashion retailer River Island has selected Manchester media agency Love Sugar Science to lead a shake-up of its media and communications strategy.
The agency was selected following a competitive pitch process, run by procurement specialist EBIT, and will be tasked with working with the brand on plans to “drive double digit growth” by reshaping its media approach.
The brand’s plans, led by Marketing Director Jill Gate, will be focused on a shift in strategy and greater demand on partners to collaborate for better organic traction online and in-store as well as more impactful paid performance.
Jill Gate, Marketing Director at River Island, said: “We needed a partner who could work with the senior team to challenge the way we did things, to bring new ideas to the table and to help us rethink how the business approaches media. Love Sugar Science’s blend of strategy, creativity and commercial diligence put them well ahead of the competition and we are delighted to have them join our team.”
Love Sugar Science co-founder, Jessica Scott, added: “The River Island team bowled us over with the scale of their ambition, clarity of focus and depth of investment into delivering their plans. It quickly became clear they were the sort of challenger we could help create real change for and the team are absolutely buzzing to get started. Our promise to build a home for ambitious brand marketers in Manchester is really starting to take shape and River Island marks the first of some exciting announcements to get 2022 off to a bang.”
The agency will run its media buying for the brand through Goodstuff’s trading division called G-Force, with the companies continuing their close strategic relationship.
