David’s Bridal named January Digital its new digital agency of record following a review launched in October. The New York-based indie shop, describing itself as a data-led, full-funnel agency and in-house consulting firm, will handle paid search, product listing ads, display media, programmatic media buying and paid social media in the U.S.
The appointment comes after David’s Bridal chose Publicis Groupe’s Spark Foundry as its U.S. media AOR in October following an earlier review. Spark Foundry is handling traditional media planning and buying, data and analytics, measurement and content marketing in the U.S.
“We are delighted to begin our partnership with January Digital,” David’s Bridal CMO Elizabeth Crystal said in a statement. “We look forward to taking full advantage of their strong, data-driven approach to digital and to integrating our teams to further our business and engage our customer.”
David’s Bridal said its former digital AOR was PMX. The retailer declined to comment on whether PMX participated in the review.
PMX did not immediately return a request for comment.
David’s Bridal does not have a creative AOR. Founded in 1950, the Pennsylvania-based company now boasts 330 stores in the U.S., Canada, Mexico and the U.K. and spends $14 million on measured media in the U.S. annually, according to Kantar Media.
“David’s Bridal is an incredible brand filled with talented people. We look forward to a collaborative relationship,” said Vic Drabicky, January Digital founder and CEO.
Founded in 2011, January Digital specializes in retail, luxury and beauty. Its other clients include Fenty Beauty by Rihanna and Oscar de la Renta.