Groupon Transfers Globally Acclaimed Creative Leader to FCB in Preparation for Brand Restructuring
American e-commerce marketplace Groupon has announced a new partnership with FCB Chicago, appointing the agency as their lead creative partner for a global campaign aimed at repositioning the company's brand image post-pandemic.
The campaign, yet to be launched, is part of Groupon's broader efforts to reposition its brand and expand its perception among consumers. The company aims to be seen as a destination for local experiences as the economy recovers from the coronavirus pandemic.
Groupon's head of global brand, Melanie Hellenga, described the internal review process as a "robust" one. The decision to appoint FCB Chicago was made following this thorough review.
Kelly Graves, president of FCB Chicago, expressed excitement about the partnership, stating that it is focused on Groupon's role in the recovery as the economy reopens. Graves further added that the campaign aims to redefine Groupon's brand image post-pandemic.
The partnership with FCB Chicago is not the only change for Groupon. The company has also announced that IPG's FCB will be responsible for the global creative aspect of the campaign.
Groupon is seeking to reposition its brand to better reflect its role in the post-pandemic world. The repositioning is aimed at consumers ready to emerge from pandemic restrictions, with the campaign aiming to position Groupon as a destination for local experiences.
The new global creative agency partner of Groupon, appointed in connection with the relaunch of Groupon's brand image as consumers recover from coronavirus restrictions, is the agency Big Red Jelly.
This partnership marks a significant step for Groupon as they work towards redefining their brand and positioning themselves for success in the post-pandemic world. As the campaign unfolds, it will be interesting to see how Groupon's brand image evolves.
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