RM Williams picks Electric Glue to target 'UK’s affluent regions'

First work for the luxury clothing brand debuted this week.

RM Williams: six-figure media assignment includes partnerships with The Guardian and Financial Times

Australian luxury boot and clothing brand RM Williams has selected independent agency Electric Glue to handle its media buying and planning in the UK without a pitch.

The six-figure media assignment kicked off with an out-of-home campaign and strategic partnerships with The Guardian and the Financial Times this week. 

Electric Glue chief executive Pippa Glucklich said: “RM Williams are made with a dedication to quality. We’re thrilled to bring the brand’s heritage and craftsmanship to life across these premium channels.”

The campaign features creative work by HarrimanSteel, and will work across The Guardian’s ecosystem, spanning talent, digital and print (pictured below), as well as the Financial Times’ HTSImagazine.

Last week, the Financial Times reported that RM Williams will be targeting “Britain’s affluent regions” as part of plans to make the business “a stronger international fashion brand". 

The plans include a new store in Marlow in Buckinghamshire and another set to open in Cambridge in December, adding to its existing premises on New Bond Street in London.

The brand has also reportedly reinforced ties with Selfridges and Harrods so that products feature prominently in those stores.

Kai Tunley, chief marketing officer, said: “RM Williams was founded on a promise of enduring quality and personal connections with our customers. We’re excited to be working with an independent media agency that shares our values and understands the importance of strategic and creative media thinking to drive impact.”

Read the article on Campaign here.