New Campaign Bolsters Fast-Growing Brand's U.S.
Market Debut With Its Opening of Three NYC-Area Stores
NEW
YORK, May 3, 2024 /PRNewswire/
-- T&Pm announced today the launch of the first
U.S. marketing campaign for luxury British womenswear brand ME+EM
in support of the company's expansion in the U.S. market. One of
the UK's most beloved fashion brands, counting fans such as the
ladies of the British Royal Family, Margot
Robbie, Cara Delevingne, Emily
Blunt and Helen Mirren, ME+EM
is debuting the campaign in support of the opening of its first U.S
stores with three in the NYC area – one on Madison Avenue, one in
Soho and one in East Hampton. The
integrated campaign is the first from T&Pm following
its recent formation through the combination of The&Partnership
and mSix&Partners.
Known for its stylish, flattering clothes with wear-forever
appeal, designed for busy women, ME+EM's "The New Addition"
campaign takes the brand's "+" sign as a thematic guide,
highlighting the brand's versatility in helping women seamlessly
transition through all aspects of life. Campaign imagery features a
mix of iconic London landmarks and
was shot by acclaimed fashion photographer Carla Guler, known for her work for Vogue, Elle
and Vanity Fair along with brands including Burberry and Prada. The
campaign will run across out-of-home, social and print including
high profile outdoor placements across NYC and in the print NY
Times and Wall Street Journal, among others.
"ME+EM has become one of the most iconic British womenswear
brands of the past decade, blending high style with impeccable
wearability and we are thrilled to help launch its physical
presence in the U.S. market," said Sam
Lewis, CEO, Creative, U.S. at T&Pm. "Working
closely together with the company's marketing team, we have been
able to provide a single, streamlined approach encompassing
creative, media and data to maximize the efficiency and
intelligence of the launch, speeding activation and boosting
performance for ME+EM."
Founded by CEO Clare Hornby in
2009 to provide intelligently designed outfit building solutions
for busy, working women, ME+EM has since grown into one of the UK's
most loved womenswear labels. The brand soft-opened its NYC
flagship at 980 Madison Avenue earlier this year, with the Soho
location at 111 Mercer St and East
Hampton at 7 Newtown Lane both opening in May.
T&Pm's work with the brand (as
The&Partnership) goes back nearly 15 years when it worked with
the company on its initial launch, including the development of
both the original ME+EM logo and the brand's longstanding
"Intelligent style: Now + Forever" strategy. For the latest
campaign, which continues this brand narrative, T&Pm
worked with the ME+EM team on all marketing aspects from brand
messaging, creative development and social activation to audience
strategy, media planning and CRM.
"T&Pm has been a great partner for our U.S.
launch, providing a level of creative insight, media intelligence
and commerce know-how to deliver a campaign that encapsulates our
brand values." said Clare Hornby,
CEO and founder of ME+EM. "We've already seen strong U.S. demand
through our e-commerce operations and we hope that the new campaign
and new U.S. stores are going to amplify interest from discerning
American shoppers - it's an exciting time for us."
The launch of the ME+EM campaign builds on the agency's strength
in developing fully integrated, global campaigns and content
studios for brands including Mars, EA, Toyota, News Corp,
Calvin Klein, Tommy Hilfiger and easyJet. It also follows a
number of recent new business wins in the U.S. market including
winning social media responsibilities for Amazon's Astro household
robot and being tapped by Moody's for integrated creative and media
work.
About T&Pm
T&Pm is one of the world's leading full service
creative and media agencies, connecting talent and tech to drive
growth for brands. Formed by the integration of The&Partnership
and mSix&Partners, it brings together content and distribution
into a single, holistic end-to-end marketing solution. Backed by
WPP and GroupM and combined with the agility of an entrepreneurial
Partner-led mindset, the multi-discipline agency spans four
continents with 45 offices and over $1.2
billion dollars in billings globally. As an early adopter
with the first ever AI-generated TV ad for Lexus in 2018,
T&Pm is focused on harnessing AI across all its
outputs with its 1,900 people already trained on WPP's proprietary
AI platform Creative Studio, to deliver enhanced outcomes for
clients.
www.tandpgroup.com
About ME+EM
ME+EM is a modern luxury women's clothing brand, for busy women
globally. Monthly capsules of ready-to-wear, accessories and
footwear, are all designed in London and sold direct-to-consumer in-store
and online.
Our purpose is to build the fashion confidence of our customer
and that purpose is at the heart of everything we do. We believe
that women shouldn't have to choose between quality and cost;
between contemporary trends and clothes they can function and look
great in, and with intelligent design details we have done the hard
work to ensure our customer looks and feels their best when wearing
our designs.
Driven by almost two decades' worth of invaluable consumer
insight, Clare Hornby co-founded
ME+EM in 2009 on a singular, successful principle: flattering,
functional, forever clothes at a fair price.
www.meandem.com
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SOURCE T&Pm