R/GA has become the first social marketing lead agency for Fossil, the Richardson, Texas-based maker of clothing and accessories.
The assignment encompasses social strategy, analytics, content creation, publishing and campaign development as well as media planning and buying. R/GA's Austin, Texas office will lead efforts on the account, with help from offices in New York, Europe and Asia.
The Interpublic Group shop won the business after a review that included other undisclosed shops specializing in social strategy. There was no incumbent.
“We see social is our always-on opportunity to engage people in a deeper conversation around shared interests and affinities in a non-transactional space,” said Jonathan Rogers, global marketing director, Fossil Brand. “We love the immediate impact social can have in telling our brand story. But we're not just rolling out social on its own: social is just one critical element in an intentional, fully-integrated, and on-going mission.”
R/GA’s first Fossil work appeared at SXSW earlier this month. It involved social publishing updates rolled out during the #FossilPresents event series, which launched with a concert featuring Foster the People and Rogue Wave.
This year marks Fossil’s 30th anniversary and R/GA will function as a primary agency partner, handling social publishing, community management, campaigns and events.