Oroton picks TBWA\Sydney as new agency
TBWA\Sydney has won the business for Oroton brand. The pitch win is a result of the business desire to shift perception and make the brand more attractive to a younger audience.
Oroton is one of Australia’s few international luxury brands but it has been largely undifferentiated in a cluttered category of “accessible luxury.”
To increase the consumer share of market, the brand needs to move from an older, more conservative consumer, to a younger, more spirited one.
The new AW17 collection is an exciting step change for the brand. Designer Pia Wessels delivers a suite of modern, well structured and affordable pieces.
TBWA\Sydney and Oroton will launch the new campaign in February 2017. The campaign features ambassador Rose Byrne, in her last campaign for the brand, but introduces some new and fresh faces for the brand.
Says Marnie Darren, group business director, TBWA\Sydney: “Oroton has always had beautiful bags but it is becoming increasingly difficult to cut through and attract consumers in the “accessible luxury” space. This new campaign is sexy and provocative. We’re thrilled to partner Oroton in this next chapter.”
Says Mark Newman, CEO and managing director, Oroton: “We’re excited to be partnering with TBWA as creative agency for the AW17 campaign. It has a very contemporary feel which we believe matches the feel of the first full collection designed by our new designer, Pia Wessels. The campaign has been created to appeal to our younger audience and contribute to the repositioning of the brand. We’re looking forward to launching it in 2017.”
1 Comment
Disappointed in new season, apparently first range by new designer (Pia Wessel?) First thought: the designer must have come from Louis Vuitton, particularly the mirror items which are actually outdated, the range seems very derivative. Too much saffiano, too little other leather. Colours are not original and styles are hardly that either, the whole range seems extremely cautious and a bit too much imitation. I am not a young customer but became a client in the 1980s when young, so have seen plenty of Oroton come and go in the past 34 years. The present range seems to me to be sinking into the fateful trough which occurs at intervals at Oroton: too conventional, dull, risk averse. Each time Oroton tends to pull itself out of this after awhile and come up with interesting style; don’t forget I am writing as a customer who has been keen for more than 30 years, with short periods when the boredom was killing me, but fortunately Oroton has recovered from its moments of doldrums. However, if this range is meant to be new and sassy, well, your earlier range in summer was far more lively and appealing under, I assume, the former designer. I do wish to add that I do NOT go to Oroton to be offered Vuitton look-alike style, Vuitton is not particularly imaginative, and I loathe that their leather does age rapidly and then looks dirty. I love buying what is a genuinely Australian brand, Oroton ought to let itself be itself, not seem to be trying to persuade an undiscerning public that it is competitive copy. I suggest that your new designer studies Oroton and becomes thoroughly familiar with its product over its history, forgets what other luxury brands may be up to, and exhibits Oroton spirit, not nervous convention and imitation. Let her hair down, get with the energy and independence of Australians, stop being afraid to take it on, really think out what appeals to Australians. Why were the ads set in New York, seems a silly question but really, where are you trying to place the brand? At present, the stuff Oroton has done could come from anywhere but here, full of leather treatments (the patterns on the bags) that look like something done a million times before, with maybe one exception (desert something), and many bags stiff as a board, which will date rapidly, backpacks that could not be more bland, some nice soft and flexible leather in the mid to larger bag, otherwise, gosh, I wouldn’t even want to be given most of the styles. I do love the summer soft wallet range which has been continued and I like the small rounded “saddlebag”,comes in a large size as well, both in saffiano . I’m still buying but am not very charmed or impressed by the autumn selection. Still, look forward to burgundy reappearing.