Burberry is in the midst of significant changes, not only in terms of its leadership but also with its media agency. Following a delayed agency review due to the pandemic, Burberry has finally chosen OMD as its new media agency, taking over from incumbent Dentsu. This decision comes at a time when Burberry is ushering in a new CEO, creative chief, and other key personnel.
The agency review has been a long time in the making and its timing is quite interesting, considering the recent shakeups within the brand. With the departure of Marco Gobbetti and Riccardo Tisci, and the arrival of Jonathan Akeroyd and Daniel Lee, Burberry is undergoing a major transformation. Akeroyd recently announced a £5 billion long-term revenue target, with plans to double the company’s revenue. He also emphasized the significance of accessories, women’s wear development, and showcasing the brand’s British heritage.
Akeroyd aims to inspire and excite Burberry’s customers through product-led content, emotive campaigns, and brand activations that reflect the brand’s adventurous and exploratory history. As OMD takes over as Burberry’s global media planning and buying agency next year, it will be intriguing to see how they bring this vision to life.
OMD is not a stranger to success, having been recognized as Agency of the Year at the 2022 Media Week Awards. However, the agency has big shoes to fill, as Burberry was applauded for its Open Spaces campaign at the Cannes Lions Festival of Creativity. With their proven track record, OMD is expected to deliver innovative and impactful media campaigns for Burberry.
This partnership between Burberry and OMD marks another significant step in the brand’s evolution. As Burberry continues its journey under new leadership, it will be exciting to witness the creative and strategic changes that are bound to occur. With OMD’s expertise, Burberry will be able to authentically showcase its British roots and captivate consumers with engaging content. The future looks promising for Burberry as it enters this new era.
