PMG secures Michael Kors EMEA media account

The appointment supports Michael Kors' strategy to align brand and performance media within a single operating model

PMG has been appointed media agency of record for Michael Kors across the EMEA region following a competitive pitch, expanding its relationship with the luxury fashion brand beyond the United States.

Under the agreement, PMG will oversee integrated communications planning, full-funnel media and measurement across 58 markets in Europe, the Middle East and Africa. The appointment supports Michael Kors' strategy to align brand and performance media within a single operating model.

Agency expands luxury retail portfolio

The expanded remit builds on PMG's existing work with Michael Kors in the US and strengthens the agency's presence in the luxury and retail sectors.

PMG said the partnership is intended to create a more integrated view of media performance across markets, helping to streamline campaign management and improve measurement across multiple languages, channels and audiences.

Partnership built around proprietary platform

A key element of the partnership is PMG's proprietary operating system, Alli. The platform will be used by both organisations to manage strategy, optimisation and reporting, providing Michael Kors with access to real-time performance data across its EMEA markets.

The shared platform is designed to connect media investment with business outcomes while enabling campaign optimisation across the region.

Agency outlines growth strategy

Josh Krichefski, EMEA President, PMG: "Our focus working with Michael Kors is helping the brand build a true growth infrastructure, not a media plan. Across EMEA, the brands gaining ground are those that have removed the barriers between brand and performance, and connected every investment decision to a business outcome. That's the model Michael Kors and PMG are building together."

www.pmg.com

www.michaelkors.com

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