Rohan appoints Jaywing as strategic brand partner

Jaywing has been appointed by outdoor clothing specialist, Rohan

Outdoor and travel clothing specialist, Rohan, has appointed data-powered, integrated creative agency, Jaywing, to deliver a brand and creative strategy centred on long term business growth.

Following a competitive pitch process, Rohan’s new senior marketing team has tasked Jaywing with strengthening the 50-year-old heritage brand and increasing customer appeal to the newly defined customer segments.

Jaywing’s team of brand and communication experts will work to gradually elevate Rohan’s brand positioning, distilling segmentation and audience analysis into more accessible messaging for its target audiences. Having traditionally sold its products through retail, catalogue, web sales, this new approach will ensure the Rohan brand better competes in a truly omnichannel environment.

Rohan’s segmentation work will be leveraged by Jaywing to build a creative and brand strategy that is engaging, measurable and strategic.

Giles Polito, marketing director, said: “We were really excited by the pitch work the team shared with us, coupled with the capabilities of Jaywing’s team of brand and marketing experts, and immediately connected with their dynamic and creative approach. We are looking forward to an inspiring and productive, long term partnership.

“The Jaywing team have inspired us to think differently and evolve our brand’s direction. We’re eager to see where this new partnership will take us and are confident that Jaywing’s data-informed decisions will take our brand to the next level.”

Maria Vardy, managing director at Jaywing, said: “With our creative and brand expertise and Rohan’s 50-year heritage, we’ve got an exciting partnership ahead of us.

“We are delighted to be working with Rohan to simplify their brand and simultaneously make it more powerful and accessible to diverse audiences. Through our data-led creative and brand strategies, our team will work collaboratively with Rohan to drive growth and expand their reach.”


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