LOS ANGELES: Footwear brand UGG Australia has expanded its relationship with M&C Saatchi Los Angeles, awarding the firm its global social media business.
M&C Saatchi is responsible for strategic, creative, and production duties for UGG’s global social media business, including developing lifestyle content for the brand. The work is being primarily delivered through the agency’s newly developed social media and content division, M&C Saatchi Share.
The firm is also working to build loyalty for the brand using social media and supporting its initiatives across different platforms, it said in a statement. The agency has already worked on initiatives such as forming the UGG Creative Council, which is comprised of cultural and creative influencers.
360i was the incumbent on the social media account.
Prior to picking up the social media portion of the business, M&C Saatchi LA handled advertising for UGG’s men’s shoes since 2011.
The Los Angeles-based agency said in a statement that it has also won creative and media duties for the Sylvester Comprehensive Cancer Center at the University of Miami Miller School of Medicine. For that assignment, it will lead development of reputational advertising and social media strategy for the medical center.