Account Move

Mulberry taps MEC for global media biz

British designer brand Mulberry has appointed WPP-owned MEC to handle its global media planning and buying account, effective next month.

MEC reportedly beat MPG Media Contacts, ZenithOptimedia and Carat to scoop the business.

The agency will be tasked with planning for the spring/summer 2013 season, where Mulberry is expected to spend the bulk of its budget on press and digital activity.

Mulberry’s media planning and buying was traditionally handled in-house, before the brand called a review earlier this year as it looked to seek a global media partner to support its global expansion.

The majority of Mulberry’s marketing currently takes place across Europe and the US, with plans to step-up its activity in China over the next few years.

“We are delighted to confirm the appointment of MEC and look forward to working with them to deliver our media strategy going forward,” says Mulberry brand director Georgia Fendley.

Jenni Baker, London