It was announced earlier this week that M&C Saatchi LA will be in charge of all strategic, creative and production duties for the social media account of UGG Australia, taking the account from incumbent agency, 360i. UGG Australia is a fine clothing firm with over 70 stores worldwide, which is known primarily for creating luxury sheepskin boots, but they also dabble in accessories and apparel. This announcement comes on the back of a pitch which was made last November, and the agency's pre-existing, successful relationship with the UGG brand on their 'UGG for Men' line, which was won via a similarly competitive pitch back in 2011. The LA based agency will continue their work on all of the 'UGG for Men' business (which has really improved since the agency were brought on board), but will also work on Women's projects and all future social media content.
This announcement comes on the back of a pitch,which was made last November, and the agency's successful relationship with the UGG brand on their 'UGG for Men' line
Nancy Mamann, vice president of global marketing for UGG Australia, says that M&C Saatchi has been “A great partner to the UGG brand," and that by expanding their relationship into the social media space, it will allow their campaigns to “Seamlessly align cross channels under the same vision." Huw Griffith, M&C Saatchi LA CEO, is thrilled to continue to expand his agencies relationship with UGG, and is “Looking forward to partnering with them to deliver brutally simple thinking across all their social platforms.”
Tasks which will fall upon M&C Saatchi in their new role will include growing the brand's social media base by developing engaging, unique lifestyle content. This content will be delivered primarily through SHARE, the social, digital and content arm of the agency. SHARE will be completely responsible for UGG Australia's entire social media presence, and will cover initiatives like the Creative Council, as well as focusing on social media platforms with a massive global user base, such as Twitter, Facebook, YouTube and Instagram. Both UGG and M&C Saatchi are committed to utilising the social media space to enrich the brand's offerings, and create a rich and rewarding dialogue with their customers.
M&C Saatchi LA celebrate their 10th anniversary this year
Doug Baxter, a managing partner at M&C Saatchi SHARE, underlines that the agency, and the division are “Committed to the UGG Australia brand,” and they they are excited about applying their expertise in the social arena to “Really develop the brand’s unique story.” SHARE itself was first launched in early 2012 with the mission statement to “Deliver effective digital and social solutions” to their clients, clients which include Related Properties, Line USA and the Ohio State University Comprehensive Cancer Centre. M&C Saatchi LA meanwhile, celebrate their 10th anniversary this year, and the UGG work will share shelf space with iconic work the agency has produced in the past decade for established names such as Epson, Google and even the San Diego Zoo.
Official M&C Saatchi LA Website
Benjamin Hiorns is a freelance writer and musician from Kidderminster in the UK who bought his (now ex) girlfriend a pair of UGG Boots for her 23rd birthday and has honestly never before or since, spent so much on an item of clothing. They DID look comfy though.
