Independent agency PMG has been selected by J.Crew Group as its media agency of record following a competitive review. PMG will be responsible for media across all brands, including J.Crew, Madewell and J.Crew Factory.
While Madewell has been a longstanding active PMG client, the media AOR appointment marks the return of J.Crew and J.Crew Factory to PMG’s client roster. To service the account, PMG will leverage the data-driven insights and intelligence from its proprietary Alli marketing technology platform.
“We’re excited to have J.Crew back in the PMG family and look forward to helping the entire brand portfolio transform for today’s customers,” said George Popstefanov, founder & CEO of PMG in a statement. “Our success with Madewell, along with our integrated marketing and technology strategy backed by Alli, stood out to J.Crew when searching for a partner, and we’re thrilled to work together again.”
PMG will be responsible for steering the brand’s media across digital channels.
“We’re thrilled to welcome PMG back as our media agency of record,” said a J.Crew spokesperson in a statement. “PMG’s expertise, innovative thinking, and deep understanding of our brand make them the right partner as we embark on an exciting new phase. Together, we aim to continue J.Crew’s legacy of offering timeless and exceptional style and quality to our loyal customers while also reaching new audiences.”
PMG has begun transitioning the J.Crew and J.Crew Factory brands on a rolling basis with a target completion date ahead of their Fiscal 2024, beginning February 3.
The account win boosts PMG’s retail sector presence following its appointment as U.S. media AOR and global technology provider for Nike, as well as AOR assignments for Kohler, Lilly Pulitzer, Nothing Bundt Cakes, NRG, Ralph Lauren and Shake Shack.
Details of the deal were not disclosed, but the media spend estimate from COMvergence for 2023 for J.Crew is $90 million and for Madewell $25 million.