Zalando names Smarts as first global PR culture agency

Belfast PR and content agency, Smarts, has announced that Zalando will become the latest client to join its growing international roster.

Smarts worked with Zalando to bring a virtual experience to Copenhagen Fashion week (pictured), building a digital greenhouse to showcase selected fashion designers’ more sustainable collections at the event
Smarts worked with Zalando to bring a virtual experience to Copenhagen Fashion week (pictured), building a digital greenhouse to showcase selected fashion designers’ more sustainable collections at the event

The leading fashion and lifestyle brand have appointed Smarts to become the ecommerce platform’s first global PR and culture partner following a competitive pitch, with the partnership being managed by Smarts through its worldwide network of offices.

Smarts will take on an earned-first role that will see Zalando live at the very heart of culture, connecting with its European guests and communities through PR, digital, influencer and content.

Natalie Wills, Global Head of PR and Social Media, Zalando, said: “As experts in fashion it’s vital that we have an experienced and creative partner with the global know-how to help us execute brave and agile culture-led strategies. We’re an ambitious business, and Smarts proved that they mirror that intent, inspiring us with cultural insights and perspectives that can help us progress on our journey.”

Smarts already partners with other global brands including Johnnie Walker, Bosch and Marriott. In recent years the agency has experienced double-digit growth, including new client wins with Visa and the non-alcoholic spirit maker Seedlip.

Pippa Arlow, Smarts’ Global Chief Executive, added: “Smarts offers an approach that is grounded in cultural knowledge with a clear understanding of what is required by ambitious brands today. We’re proud to become a partner of one of Europe’s most fashionable tech companies, Zalando, and we look forward to supporting them.”

Smarts has bold expansion plans, having opened a new US office in New York earlier this year. As well as winning new clients, the company intends to grow its current workforce by 20 per cent in 2021. In the past month, the agency has hired nine new employees with expertise in culture-led strategy, digital and content - building on the rapid growth the company has experienced in the past few years.

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