Asos has selected a new global strategic creative and media agency as it focuses on building its brand with a full funnel marketing approach moving into 2024.

VaynerMedia  – which describes itself as being “relentlessly focused” on driving business results for brands -will have a broad remit that predominantly covers global media strategy and execution.

The relationship between the online fashion retailer and the agency will be led out of London but supported via offices across their global footprint.

Asos senior customer director Dan Elton said: “Partnering with VaynerMedia is an exciting and positive step that we are taking in a wider brand-building drive.”

“During the pitch process it was the deep understanding of their whole team as practitioners that stood out for us.”

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News of the ASOS partnership with VaynerMedia news follows on from a number of high-profile deals with the agency, from brands including Bose, Meta, Asda and E.ON.

Vayner Media EMEA vice president Ed Turner added: “We’re absolutely thrilled to start working with ASOS.”

“From the start of the process we felt like our social at the centre, consumer up, full service model was perfectly aligned with what ASOS were looking for.”

“I can’t wait to support them on their growth plans in 2024 and beyond. Our approach focuses on ARB; attention, relevance and business results. With propriety tools and processes we reveal what is capturing consumer attention, not just ‘potential reach’ and a secure ‘underpriced attention’ for clients.

“Ultimately, we focus on what’s going to drive business impact, not just vanity media metrics.”