Dentsu bags the Zalando media account

Amsterdam, 10 January 2023 – Dentsu announced it has been named global media agency of record for Zalando, one of the leading European platforms for fashion and lifestyle. The decision follows a competitive pitch aimed at consolidating all media into one agency group able to accelerate market collaboration and international campaign continuity.

It was dentsu’s global scale and the opportunity to increase scope through its dentsu network which initially appealed to Zalando. However, it was the digital-first media agency’s insights, strategy and passion, coupled with deep brand and performance expertise, which clinched the win.

Laurent Massart, Client Partner at dentsu Benelux: "Zalando is a pioneer in fashion ecommerce and a beautiful global brand with high ambitions for the future. For dentsu, it was imperative to build the most innovating, relevant and impactful stories at the intersection of branding & performances. Thanks to our in-depth understanding of the consumers’ (shopping) behaviours, we managed to show how we can engage more with the right audiences, create deeper emotional connections, and influence their shopping habits."

Ralph Rijks, VP Regional Marketing at Zalando, explains the reasoning behind the selection of dentsu as its exclusive media partner: “For us, our customers are at the heart of everything we do, we want to be more than simply a platform to buy the latest in fashion and lifestyle for them. The dentsu team really understood our ambition to be a place of inspiration and engagement for our audiences. We are looking forward to working together on creating deeper emotional bonds between our brand and our customers.”

As of January 2023, dentsu will be responsible for all traditional above the line media planning and buying in Zalando’s 25 markets, including: Germany, UK, France, Sweden, Italy, Poland and Spain.