McIlroy & King | Agency Profile, Contacts, AOR, Client Relationships

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Male Gen-Z Opps: Harry Rosen shifts brand platform, digital experience under new CMO (Score 66)

Menswear retailer Zulu Alpha Kilo, the new visual identity and brand positioning come alongside a fully integrated campaign via digital and traditional channels. Its digital presence refresh includes a new, user-friendly website with improved functionality that will hopefully help evolve the brand. As part of this new launch, HR also introduced the following feature enhancements:

• built for speed and optimized to load/perform quickly across a wide range of mobile phones, desktops and browsers
• search for anything via the industry's (reportedly) fastest, most flexible search engine at the center of their online experience
• log in with ease or create an online account via a newly simplified process. Clients may even use their Google or Facebook account to create/sign into an account
• integrated appointment booking via the new site make it easier than ever for both new and existing clients to connect with a Clothing Advisor

Due to the global pandemic, workwear has experienced more demand for casual looks while keeping quality, style and dressing for one's day constant.

Unfortunately, HR has only insignificantly invested in digital display from September 2019-2020; per Adbeat, from September 2018-2019, around $55.4k went toward programmatic ads placed primarily via Google Display Network ($36k) and Google DV360 ($18.6k). Google Display Network placed ads onto sites such as pch.com ($2.3k), reddit.com, op.gg, espn.com and xfinity.com; Google DV360's top site destinations included thesimsresource.com ($2.6k), wunderground.com, accuweather.com, wikia.com and dailymail.co.uk.

This brand development investments are designed to inspire a new generation of HR customers; to reach Gen-Z men, HR will likely return to digital display.

Agency & martech readers - Reviews are still possible under the company's relatively new CMO; reach out soon for potential work. Along with the aforementioned relationship with ZAK, Winmo states HR works with McIlroy & King (media).