More change at Burberry as it moves media account

By

Nigel TAYLOR

Published
Dec 19, 2022

Burberry has a new CEO, a new creative chief and now it also has a new media agency with the agency review that was delayed by the pandemic now complete and OMD having won the prize from incumbent Dentsu.

Although the review had been several years in the making, it’s interesting that it comes at a time of big change for the brand given Marco Gobbetti and Riccardo Tisci’s departures and the arrival of Jonathan Akeroyd and Daniel Lee in their place.

At the recent results announcement, Akeroyd announced a £5 billion long-term revenue target (which would mean revenue doubling), accessories making up 50% of sales, womenswear development, and a big focus on the Britishness of the brand, something that would have been harder to do under an Italian CEO and Italian creative chief.

And he talked of “inspiring and exciting our customers through product-led content, emotive campaigns and brand activations rooted in our heritage and history of adventure and exploration”.

So it will be interesting to see what OMD will come up with as it takes over the company’s global media planning and buying next year.

OMD won the Media Week Awards Agency of the Year title for 2022 so is clearly a big-hitter, although it has big shoes to fill with Burberry winning an award for its Open Spaces campaign at the Cannes Lions Festival of Creativity in the summer.