T&Pm Launches First U.S. Marketing Campaign for British Womenswear Label ME+EM 

One of the UK’s most beloved fashion brands, counting fans such as the ladies of the British Royal Family, Margot Robbie, Cara Delevingne, Emily Blunt and Helen Mirren, ME+EM is debuting the campaign in support of the opening of its first U.S stores with three in the NYC area – one on Madison Avenue, one in Soho and one in East Hampton.

Known for its stylish, flattering clothes with wear-forever appeal, designed for busy women, ME+EM’s “The New Addition” campaign takes the brand’s “+” sign as a thematic guide, highlighting the brand’s versatility in helping women seamlessly transition through all aspects of life. Campaign imagery features a mix of iconic London landmarks and was shot by acclaimed fashion photographer Carla Guler, known for her work for Vogue, Elle and Vanity Fair along with brands including Burberry and Prada. The campaign will run across out-of-home, social and print including high profile outdoor placements across NYC and in the print NY Times and Wall Street Journal, among others.

T&Pm’s work with the brand (as The&Partnership) goes back nearly 15 years when it worked with the company on its initial launch, including the development of both the original ME+EM logo and the brand’s longstanding “Intelligent style: Now + Forever” strategy. For the latest campaign, which continues this brand narrative, T&Pm worked with the ME+EM team on all marketing aspects from brand messaging, creative development and social activation to audience strategy, media planning and CRM.

The launch of the ME+EM campaign builds on the agency’s strength in developing fully integrated, global campaigns and content studios for brands including Mars, EA, Toyota, News Corp, Calvin Klein, Tommy Hilfiger and easyJet. It also follows a number of recent new business wins in the U.S. market including winning social media responsibilities for Amazon’s Astro household robot and being tapped by Moody’s for integrated creative and media work.