British clothing brand Superdry has appointed Social Chain as their global social agency following a competitive pitch.

Social Chain will be focusing on the brand’s key markets of UK, USA and Germany.

Having worked on brands such as Boohoo, which has broken social media records with the most engaged branded live streams of all time, Social Chain will be tasked with making Superdry one of the most highly engaged fashion brands in the world.

Oliver Yonchev, business director of Social Chain, said: “We’re incredibly thrilled to be working with Superdry.

“It’s a brand that shares a lot of the same values as Social Chain, they’re bold, they take risks, they really care about what they do and their success over the past decade is testament to this.

“Our entire team loved the pitching process and that’s largely due to the professionalism and support provided by the Superdry team."

Social Chain co-founder Dominic McGregor will speak at our breakfast event on the subject of leadership later this month. You can sign up for free here.

Dominic McGregor

He told us that Marnie Millard of Nichols PLC and Alice Mrongovius of hungryhouse are examples of why gender doesn't matter when it comes to leadership.

Launched 14 years ago, Superdry was born from an inspirational trip to Tokyo by founders Julian Dunkerton and James Holder.

Today, the brand has stores in over 45 countries, with flagships in London, Berlin, Brussels and New York, and is available to buy online in 169 countries.

Besides the main fashion line, Superdry has credibly launched new categories, launching a sport and snow collection and most recently creating a premium line with British actor and style icon Idris Elba.

Chris Jackson, Superdry’s social media manager, said: "We were impressed by the energy and creativity from Social Chain and their unique approach.

“Our aim through this process was to find an agency that could push our social strategy faster and harder in a new direction, but equally act as an extension of our team.

“The pitch was a competitive process with all the submission of a extremely high-standard.

“We’re looking forward to getting Social Chain integrated quickly into planning as we look ahead to a busy autumn and winter."

In May 2017, Manchester-based Social Chain announced the opening of their New York office, launching with clients such as Atlantic Records, Glasses USA and Kiss Cosmetics.

In the UK, the agency works with clients including Warner Music, MBNA, Amazon, FIFA and Boohoo and recently acquired viral gaming portfolio Devise in a multi-million-pound deal.

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