Pitch win: Sir Mary becomes lead agency for PKZ
The Zurich-based agency Sir Mary emerged victorious in PKZ’s multi-stage pitch. As the new lead agency for the young target audience, it will be responsible for both creative and media going forward. The focus is on the strategic and communicative repositioning of PKZ among 25- to 45-year-olds.
The Zurich agency Sir Mary has won a multi-stage pitch from PKZ and will play a central role in the fashion company's brand development in future. As the new lead agency for the young target group, Sir Mary is responsible for both creation and media.
Repositioning for the urban generation
The mandate focuses on the strategic and communicative repositioning of PKZ among 25 to 45-year-olds. The aim is to make the brand more relevant for an urban, style-conscious generation and at the same time to further develop existing perceptions - for example in terms of price and style - in a targeted manner.
Integrated approach convinces
Sir Mary won the pitch with an integrative approach that closely dovetails creation and media and aims to achieve maximum impact along the entire customer journey. The campaign launch is planned for fall 2026.
