Mindshare has been appointed to Foot Locker’s media planning and buying business across Australia and New Zealand.
The GroupM agency will be responsible for performance and campaign media planning and buying for the footwear and apparel retailer across both markets, delivering strategic, data-led media planning, activation, optimisation, and measurement.
A key task for Mindshare will be to support Foot Locker in its good growth ambitions, specifically to diversify the retailer’s audience profile and grow customer value through the deployment of the agency’s strategic approach to media planning and sophisticated performance marketing capabilities.
Foot Locker operates close to 100 retail stores across Australia and New Zealand and is one of the most recognisable destinations for all things sneaker culture in the region and globally.
The retailer also recently made headlines for launching its new ‘Reimagined’ store concept in Melbourne Central, which coincided with its 50th anniversary as a brand and its announcement as a Major Partner of the WNBL.
“We are very thankful to our incumbent agencies who’ve helped us achieve success to date,” Brendan Graham, senior director of marketing for Asia Pacific at Foot Locker, said.
“But we are at an important stage of growth for the brand. Foot Locker wants to unlock the inner sneakerhead in all of us. Mindshare presented a compelling strategic vision and a roadmap to achieve and measure it. We look forward to engineering the right media mix to capture existing demand and grow our customer base and purchase frequency.”
Maria Grivas, Mindshare AUNZ CEO, added: “Foot Locker is a vital brand with a strong history of sparking discovery. We are excited to bring our Good Growth and Transformation approach to the task of growing Foot Locker in a disrupted marketplace.”
Christian Solomon, Mindshare Melbourne managing director, said: “We are confident our approach to building long-term sustainable growth will deliver exceptional results for Foot Locker. We can’t wait to get started.”
The win follows a run of new business success for Mindshare including winning Unilever, Nova Entertainment and extending its contract with the University of Melbourne.
See also: Unilever Australia and New Zealand appoints Mindshare as its media agency