ForwardPMX hired to lead Mulberry’s Chinese marketing

Global brand performance and full service media agency, ForwardPMX, has
been tapped by Mulberry to lead the luxury brand’s performance marketing
program in China. The engagement includes organic social and biddable
media, as well as overall campaign management across key local platforms in
the region, such as Weibo and WeChat.

British brand Mulberry is the largest designer and manufacturer of luxury
leather goods in the U.K. The brand has made substantial headway in their
international strategy and ForwardPMX will work in partnership with
Mulberry to spearhead brand awareness and channel growth through
full-funnel activity and scaling their business effectively through crucial
local platforms.

Managed through the agency’s Shanghai office, the teams will be focused on
reaching luxury consumers in China with communication and e-commerce
strategies. ForwardPMX will also be tasked with generating high quality
traffic and driving conversions through Mulberry’s expansive digital
properties.

“We’re thrilled to partner with Mulberry to help them further their growth
in China,” said Yanyan Froud, regional VP APAC & RU at ForwardPMX, in a
statement. “It’s a privilege to announce our partnership, and with
innovation and bold ambitions at the heart of the engagement, we’re excited
to get going.”

“ForwardPMX’s in-depth knowledge of the luxury sector and the continually
advancing digital landscape in China makes them the right partner to help
us develop the brand further in the region successfully,” said Charlotte
O’Sullivan, global marketing director of Mulberry, in a statement. “Chinese
consumers are a key focus of our international growth strategy, and we want
to ensure the brand resonates strongly with local preferences and consumer
needs.”

photo: via Mulberry.com