Initiative España, part of IPG Mediabrands, has landed a major deal to manage media for Havaianas, the popular Brazilian footwear brand. The agency will oversee Havaianas’ media strategy in four key European markets: Italy, France, Spain, and the UK. Its task is to boost the brand’s presence and tailor its messages for different age groups.
Building Brand Awareness
The agency’s “Fame & Flow” approach will guide its strategy. This method combines a deep understanding of cultural trends with a focus on short-term results. It will develop a digital strategy to increase Havaianas’ visibility and drive conversions. The plan includes running TikTok campaigns and partnering with influencers like Gigi Hadid, who is a global ambassador for the brand.
The goal is to connect Havaianas with its target audience more effectively by merging brand identity with budget optimization. This will maximize the brand’s impact across the four markets. According to Vicente Ros, Managing Director of Initiative España, “Our Fame & Flow positioning lets us support Havaianas as a strategic partner during this key moment of transformation and expansion in Europe.”
A Proven Track Record
With this win, Initiative strengthens its position as a leading agency in the fashion and lifestyle sector. The agency has a proven track record of managing global brands with a local approach in a rapidly changing digital landscape. Its expertise and innovative strategies are set to drive Havaianas’ growth in Europe.
Some of the key strategies Initiative will implement include:
- Optimized digital campaigns to boost brand awareness and drive conversions
- TikTok activations to engage with younger audiences
- Partnerships with influencers to amplify the brand’s message
By combining these strategies, Initiative aims to help Havaianas achieve its goals and expand its presence in the European market.