Oroton has appointed Claxon as its digital media agency of record.
The independent agency will oversee and elevate the luxury fashion and leather goods brand’s digital media strategy across the entire digital ecosystem, with a key responsibility to increase digital performance across all channels.
Jade Axford, chief growth officer at Claxon, said being appointed as the heritage brand’s digital partner across strategy, digital, and creative was an honour, and the team was delighted to be entrusted with the task.
“Oroton’s 85-year history and heritage are strong foundations and as the brand transforms into a contemporary luxury brand our aim will be to engage new audiences by bringing cutting edge digital media techniques – driven by AI – to amplify Oroton’s online visibility and engagement,” Axford said.
“We are fortunate Oroton’s team are invested in transformation and are brave enough to empower the brand’s future, expanding to align with an ambitious global growth strategy. We can’t wait to be part of the team to assist Oroton compete in today’s – and tomorrow’s – competitive fashion industry.”
Peter Lines, head of digital at Oroton, added: “Oroton has introduced a contemporary spirit, expanded its leather goods range, and launched comprehensive ready-to-wear collections and we needed a like-minded agency to partner with us on our ambitious transformation journey.
“In Claxon, we have found that partner and we are excited to merge the agency’s expertise in digital media, with Oroton’s legacy of quality and style and together set new benchmarks in the luxury fashion industry.”
Claxon’s appointment to the Oroton account comes after the agency recently acquired Gold Coast-based creative agency Embark, which was founded in 2003 by brothers James and Phil Coulson. The acquisition was Claxon’s second in 15 months, following that of Growe Media last year.
See also: Claxon acquires creative agency Embark