The Iconic and Source Partnerships unveil partnership
The Iconic is expanding its partnership with Source Partnerships to allow the latter to “oversee THE ICONIC’s in-package advertising strategy”.
The announcement:
Source Partnerships, a leading expert in retail media and in-package advertising, is proud to announce an expanded partnership with Australia’s premier fashion and lifestyle retailer, THE ICONIC. Under this new agreement, Source Partnerships will oversee THE ICONIC’s in-package advertising strategy, including product samples, promotional inserts and integration with its retail media assets.
This collaboration strengthens THE ICONIC’s ability to offer brands highly targeted and innovative marketing opportunities. Through in-package advertising, brands can now place high-impact marketing materials directly into the hands of THE ICONIC’s engaged and loyal customers, reaching shoppers at the peak moment of interaction – when they receive and unbox their orders.
Source Partnerships has already played a pivotal role in shaping THE ICONIC’s customer acquisition strategy, having successfully developed and produced the retailer’s sought-after beauty boxes since 2022. These curated packages provide brands with a compelling platform to introduce their products directly to consumers. Building on this success, the expanded partnership will unlock further opportunities for both endemic and non-endemic brands to engage with Australia’s largest online fashion and lifestyle audience.
“We’re proud to deepen our relationship with THE ICONIC and bring innovative, results-driven retail media solutions to brands looking to engage customers in a more personal and impactful way,” said Andy Mulrenan, founder at Source Partnerships. “Having collaborated on THE ICONIC’s beauty boxes, we’ve seen firsthand the power of THE ICONIC brand and its rich first party data. This next phase of our partnership will allow brands to tap into even more strategic, high-value marketing channels.”
By combining THE ICONIC’s large online audience and Source Partnerships’ expertise in retail media, this partnership will help brands reach shoppers at key moments in their buying journey, making it easier for them to discover new products and take action.
“THE ICONIC is committed to continuously enhancing the shopping experience for our customers while providing new ways for brands to connect with them,” said Josh Nunan, general manager marketing partnerships & lifestyle categories at THE ICONIC. “Through this expanded partnership with Source Partnerships, we’re excited to introduce more innovative advertising solutions that add value to both our customers and our brand partners.”
“This collaboration will help brands connect with customers in a way that feels organic and creates genuine connections between brands and consumers,” added Andy Mulrenan. “We look forward to working closely with The Iconic and its partners to unlock new possibilities in retail media.”
Source: Source Partnerships
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