Primark appoints VCCP as global branding and creative agency partner


Agency News



Primark, the international fashion retailer, has appointed VCCP as its global branding and creative agency partner following a three-way competitive pitch process.

As Primark ramps up its expansion across new markets, channels and products and grows 
its brand across Europe and the US, VCCP has been tasked with creating a global creative platform that brings the passion of the Primark brand to life through all its communications. Building on the foundations of Primark’s brand strategy, purpose and values which the retailer has spent the last year developing, the platform will act as the springboard for Primark’s campaigns, with the first campaign going live in key markets US and Germany imminently.

VCCP will work with Primark to create a powerful and differentiated 360 visual identity as well as developing its brand architecture and supporting the retailer to build out its communications and vision around Primark Cares, its strategy to become a more
sustainable and circular business by 2030. The global account will be run by both VCCP London and VCCP US.

This follows the appointment of Michelle McEttrick last September to the newly created position of Chief Customer Officer with a remit to further develop the Primark brand and customer strategy.

Commenting on the partnership, Michelle McEttrick, Chief Customer Officer at Primark said: “We are delighted to be teaming up with such a talented group of people as we take the Primark brand to the next level. Our brand is at different stages across our 16
countries and with plans to reach 530 stores by the end of 2026, ensuring a simple, consistent, and focused approach which allows flexibility in-market will be essential for our continued success.”

Julian Douglas, International CEO, VCCP said: “VCCP is thrilled to create a long term partnership with Primark, an iconic brand on the shopping streets of Europe with huge global growth ambitions.”