Zenith wins Ugg media mandate in China

Publicis Groupe’s Zenith has secured the media planning and buying mandate for Ugg, the boot brand under Deckers Brands, following a competitive dual pitch in China earlier this July. This win comes just a week after Campaign reported that OMD had been awarded the media agency of record (AOR) for Hoka One One, Ugg's sister brand in the Deckers portfolio.

Campaign learns that Carat, part of Dentsu, was the incumbent in the pitch. 

Zenith's new media contract for Ugg's is set for one year, with an option to extend for another year.

A spokesperson from Publicis Groupe told Campaign Asia-Pacific: “Zenith participated in the Deckers Group pitch for both Hoka and Ugg and has won the bigger mandate for Ugg.”

The Ugg boot with its sheepskin lining and chunky silhouette, has become a global fashion staple. It is enjoying a newfound popularity after cycles of falling in and out of vogue over the years. Meanwhile, Hoka has emerged as a popular sneaker option among runners, while also appealing to a growing number of fashion-conscious consumers. Together, Hoka and Ugg now account for over 90% of Deckers' total revenue, with Ugg as the top seller and Hoka a powerful second engine of sales.

Ugg's recently launched a global campaign called 'Feels like Ugg' via creative arm AKQA.

 

 

 

 

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The work (see above) aims to celebrate the power of individual connection. It taps in on Ugg’s twin seam stitch to symbolise bringing things together. A diverse lineup of influencers and artists like Alex Consani, Hanni, Karabo Poppy Moletsane, Leah Dou, Phil Oh, Precious Lee, and Young Mazino were roped in for the campaign.

The renewed consumer interest in the brand is reflected in recent financial results, with Ugg’s net sales growing 14% in the first quarter to $223 million from $195.5 million a year ago, per parent company Deckers Brands’ earnings report for the quarter that ended June 30. 

Deckers’ broader brand portfolio also includes Teva, Koolaburra, and Sanuk. While Deckers is reportedly looking to sell Sanuk, the company also has plans to launch a new brand in the near future.