Ralph Lauren announced on Wednesday that it has consolidated all of its global media buying and planning efforts with four agencies from 12. The selection follows a review that involved 11 agencies, although it is unclear which ones.
Publicis’ Zenith, named agency of record for global strategy and buying, has been awarded most of the business. The agency, which did not respond to a press query, will lead the strategy and buying duties across North America, Asia-Pacific and Europe, the Middle East and Africa while working alongside three local agency partners on execution: PMG in North America, ForwardPMX in EMEA and Dentsu in Japan and South Korea.
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