Crossmedia becomes Zalando's global strategic media partner
The global media agency Independent Crossmedia has become the new media partner for the online fashion and lifestyle platform Zalando—a role that includes developing media plans for 25 key local markets.
Following a review conducted by independent consultancy R3, Zalando has appointed Crossmedia as its global strategic media partner. Against the backdrop of Zalando's growing presence in the European market, the partnership focuses on optimizing global media strategy and planning as well as local market coordination.
In September, Zalando presented its new brand positioning, which represents a decisive step towards becoming the leading European ecosystem for fashion and lifestyle e-commerce. The new direction aims to strengthen customers' sense of style and fulfill their needs through quality, lifestyle and inspiration.
Driving forward the development of the brand
To realize this vision, Zalando is further developing its media approach with the aim of driving the development of the brand and ensuring scalability in all markets. This also includes the expansion of the in-house media strategy and planning.
Crossmedia's tasks include global brand strategy and innovation as well as the development of media plans for 25 local key markets, taking into account the company's global strategy guidelines. In addition, Crossmedia will take on an advisory role to ensure the implementation of the customized and flexible media strategy.
