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Leagas Delaney London

Core disciplines: Advertising/Creative, Brand strategy

 

Background

Leagas Delaney are lead strategic creative agency for the well-established global family run shoe and accessories company ECCO. Today, ECCO produces dress comfort, outdoor technical and golfing products and are sold in 87 countries at 1,177 ECCO stores, 1,812 shop-in-shops and a total of 15,000 sales points around the world.

 

Challenge

As ECCO celebrated its 50th year, it recognised a need to re-invigorating the brand in today’s tough competitor market. We created their new insight-based, consumer centric brand communication strategy which was rolled out to relaunch the brand. We carried out a strategic review of the business in line with 2020 objectives, reviewing the touchpoints across all communications to ensure consistent and successful engagement with the brand in a way that is relevant and personal.

 

Solution

Since our relationship began with ECCO we have created multiple seasonal campaigns for S/S and A/W and additional key sales windows, such as the holiday season (gifting and events/parties). Media channels we have covered include: TV, OOH, DOOH, print, online, social and instore print and POS. In addition we have acted as the lead agency to ensure consistency and execution of the idea across other marketing channels like PR, with ECCO’s other partner agencies. 

We have used our offices in Shanghai and Hamburg to offer localised creative concepts which both maintain the global consistency of messaging but are also relevant to the markets’ specific requirements.

 

Results

Between 2013 – 2014 net revenue grew by 3.4%. 2015 figures are not released yet but are expected to closely follow 2014 (even with difficult business challenges in certain markets).
 

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