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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.