Latest news with #TheAgent
Fashion Network
14-07-2025
- Business
- Fashion Network
New system allows fashion marketplace accelerator The Agent to 'cut return rates by 10%'
Fashion marketplace accelerator The Agent has adopted Akeneo's Supplier Data Manager (SDM) system to 'streamline and enhance' the uptake of its supplier product data. Results have already included reducing return rates by 10%, doubling the volume of products onboarded, and accelerating time-to-market by a third, it claims. The Agent, which works for brands by optimising and scaling their presence on digital marketplaces for both emerging and established apparel, accessories and footwear (including Le Coq Sportif, Herschel Supply Co and Aigle), said the shift to Akeneo's SDM has allowed it to streamline how product information is 'collected, cleaned, enriched and shared'. Through a structured portal and workflow, brands now upload their product data directly, 'following clear steps to ensure it meets the specific requirements of each marketplace'. Aude Guillome, client success manager at The Agent, said: 'Our brands now complete a guided workflow of four steps uploading and enriching product data, before our team takes over to complete the process. This allows for much faster integration, improved accuracy, and ultimately, better customer experiences.' She added: 'As online marketplaces become more demanding, with some requiring up to 180 unique product attributes for a single SKU, high-quality product data is now a critical asset in ensuring sales success. The return on investment of Akeneo's SDM is clear—better data, faster onboarding, and a 10% reduction in returns. Akeneo CEO Romaine Fouache also said: 'With marketplace sales accounting for approximately €225 billion in online sales across Europe in 2023/24, delivering high-quality, marketplace compliant product data in a timely manner is critical to ensuring commercial success on these channels. By using SDM, The Agent ensures that its brand partners are marketplace-ready with the content necessary to reduce returns and boost visibility.'
Fashion Network
14-07-2025
- Business
- Fashion Network
New system allows fashion marketplace accelerator The Agent to 'cut return rates by 10%'
Fashion marketplace accelerator The Agent has adopted Akeneo's Supplier Data Manager (SDM) system to 'streamline and enhance' the uptake of its supplier product data. Results have already included reducing return rates by 10%, doubling the volume of products onboarded, and accelerating time-to-market by a third, it claims. The Agent, which works for brands by optimising and scaling their presence on digital marketplaces for both emerging and established apparel, accessories and footwear (including Le Coq Sportif, Herschel Supply Co and Aigle), said the shift to Akeneo's SDM has allowed it to streamline how product information is 'collected, cleaned, enriched and shared'. Through a structured portal and workflow, brands now upload their product data directly, 'following clear steps to ensure it meets the specific requirements of each marketplace'. Aude Guillome, client success manager at The Agent, said: 'Our brands now complete a guided workflow of four steps uploading and enriching product data, before our team takes over to complete the process. This allows for much faster integration, improved accuracy, and ultimately, better customer experiences.' She added: 'As online marketplaces become more demanding, with some requiring up to 180 unique product attributes for a single SKU, high-quality product data is now a critical asset in ensuring sales success. The return on investment of Akeneo's SDM is clear—better data, faster onboarding, and a 10% reduction in returns. Akeneo CEO Romaine Fouache also said: 'With marketplace sales accounting for approximately €225 billion in online sales across Europe in 2023/24, delivering high-quality, marketplace compliant product data in a timely manner is critical to ensuring commercial success on these channels. By using SDM, The Agent ensures that its brand partners are marketplace-ready with the content necessary to reduce returns and boost visibility.'
Campaign ME
06-05-2025
- Business
- Campaign ME
Brands for Less reveals its first complete AI-generated summer campaign
Brands For Less (BFL) Group has launched its first fully AI-generated summer campaign in a bold step that aims to fuse the latest technological tools with creative retail strategy. Going live in April, the campaign reimagines every element of a traditional fashion rollout: AI-generated models, AI-curated styling, AI-rendered settings and even AI-produced promotional visuals. At its core, the initiative showcases Brands For Less' exclusive summer collection, featuring clothing, toys and home products from a curated range of high-quality, authentic brands. But beyond products, the campaign also demonstrates a creative exploration of how generative AI can enhance brand storytelling, not by replacing human creativity, but by unlocking new dimensions of it. 'This campaign is more than just a first in the region, it's an indication of where we believe the future of retail is headed,' said Ayman Beydoun, Chief Executive Officer of Brands For Less Group. 'We approached this not just as a marketing initiative, but as a strategic innovation experiment. Our goal was to test how AI can accelerate the creative process, amplify visual storytelling, and ultimately drive deeper engagement with our audience, all while staying true to our core values of accessibility, quality, and originality,' Beydoun added. View this post on Instagram A post shared by BFL Group (@bflgroup) The campaign launches at a time when AI is transforming industries across the globe. By embracing this technology with intention and creativity, the brand aims to open up exciting new possibilities for storytelling, content creation, and customer engagement. In August 2024, the off-price retailer Brands for Less revealed a campaign collaborating with AI influencers. Brands for Less also claimed to be the first regional retailer to partner with AI Instagram personalities, featuring the first GCC virtual influencer Mayaseen, and the first Arab AI star, Jood. The first campaign was rolled out across multiple channels to maximise reach and engagement on social media platforms such as Instagram and TikTok. More recently, Brands for Less' The Agent campaign, produced by Ninja Media Productions at Pixojam Virtual Production Studio in Dubai, offered audiences an inside look at the sourcing process behind the brand. The campaign aimed to inform consumers about how products are selected from various global suppliers, emphasising authenticity and quality. Beydoun concluded, 'At Brands For Less, we are committed to embracing digital transformation and leading with innovation. Whether through AI integration, hoping on trends, or data-driven strategies, we continuously seek out forward-thinking solutions to keep us relevant and ahead of the curve.'
Campaign ME
07-04-2025
- Entertainment
- Campaign ME
Private View by C2 Comms' Zahir Mirza
Campaign Middle East features a Private View section with a range of insights and viewpoints from industry experts, revealing the intricate world of marketing and advertising campaigns. This review of our 'Works' from January is by Zahir Mirza, Executive Creative Director, C2 Comms. Sleepzone: In-Snore Coupons Discount coupons don't necessarily scream 'wohooo, give me that brief'. Because more often than not they are pitched with the same run-of-the-mill mechanics. That's why the idea of site immediately jumps out. It rewards a natural human behaviour. That said, it does beg the question of whether consumers can game the system? After all, you do want to reward the authentic snores. Brands for Less: The Agent The angle is interesting. Hunting down the best brands for you. Ties in snugly with the purpose of the brand. The executional framework had potential as well, with Brands For Less agents on the prowl tracking down the latest fashion trends. But the execution of the spot leaves you wanting, even if the intention was super kitsch. The craft in every aspect is missing. Cheesy can be cool when scripted and shot well. Mountain Dew & Doritos: Dew x Doritos I loved this mash-up from the get-go. The tune is hypnotic, loved the synth hooks. The performances and kitschy CGI vibes go so well with the lyrics and the execution. I did track a lot of Mountain Dew but felt the Doritos flavour got a little sidelined. But thumbs up, nonetheless. Panadol: Break Up Text Songs I like it. Let's get that out of the way. Turning heartache on its proverbial head. The social execution is on point and on trend. And it's nice to have the brand fess up to the fact that for all other aches and pains you can trust Panadol Extra Strong. Adidas: You Got This It's a simple one shot feel. Feels airy and natural. You sense the protagonist's anxiety prior to the race. And the reassurance coming her way feels real. The dialogue could have sounded a little more conversational and less scripted. By Zahir Mirza, Executive Creative Director, C2 Comms.
Campaign ME
03-04-2025
- Entertainment
- Campaign ME
Private View by Memac Ogilvy's Jon Marchant
Campaign Middle East features a Private View section with a range of insights and viewpoints from industry experts, revealing the intricate world of marketing and advertising campaigns. This review of our 'Works' from January is by Jon Marchant, MENA Group President, Memac Ogilvy. Sleepzone: In-Snore Coupons The best sales promotions are both simple and playful and with 'the louder you snore, the more you score,' Sleepzone is right on the money with a mechanic that is 100 per cent aligned to their brand. It makes for a thematic and humorous ecosystem of touchpoints – try the 'Snore-o-meter' to avail your 'in-snore coupons'. The only let down is the film execution which, for such a rich territory for comedy, fails to crack even a smile. Brands for Less: The Agent 'Find a product truth and tell it well'. This mantra has been embraced by Brands For Less, dramatising the lengths their buyers will go to in sourcing the best value products without compromising on quality. I didn't like the execution, and it felt cheap but maybe that was the point. However, my two Gen-Z daughters kind of liked it, so mission accomplished. Mountain Dew & Doritos: Dew x Doritos I love a good collab and boom! This mash up from two brands with bags of personality really pack a punch in this visually arresting campaign from the team at Awkward Ads and BigFoot Films. The great Sir John Hegarty once said advertising is 80 per cent idea and 80 per cent execution and the craft and love that's gone into this spot in post-production and sound engineering is to be commended. Local influencer choices bring unmatched cultural authenticity and credibility to the campaign. Well done. Panadol: Break Up Text Songs At the core of this campaign there is some refreshing honesty – Panadol is acknowledging that it can't fix everything, in this case heartbreak amongst young lovers. Unfortunately, the message out-take is rather alarming. 'If I get my heart broken, I should take Panadol to cheer myself up' was clearly not the intended message, but this is where it is landing. Adidas: You Got This What a refreshing take on runners' psyche in a category that is normally all about superlatives and pushing to the limits. This is a campaign that beautifully captures the anxious few minutes before the gun begins for thousands of amateur runners simply trying to hit a personal best or run further than they have before. The campaign line 'you got this' is bang on, the casting and location feels incredibly localised, and there is a seamless follow through into retail, timed to perfection with the culmination of the Dubai Marathon. Well done adidas and the agency team. By Jon Marchant, MENA Group President, Memac Ogilvy.
