Founder & Director, Agency of Others
Since 2006, Patrick Martin has sought to progress physical and digital retail marketing. As Ralph Lauren European Marketing Director, he worked with all multibrand/department stores on building new opportunities to reach relevant consumers and improve the in-store environment and experience. At Harrods, he was Head of Fashion In-store Marketing, building collaborations with the thousands of brands seeking engagement with the Harrods clientele. At Omnicom, Patrick was a Media Strategist for brands like Sony, Coty, Peugeot, Royal Mail, Bosch, Harper Collins and more.
In 2017, he founded Agency Of Others to bring these successful experiences, store updates and collaborations to other retailers that needed them. His focus is on nurturing the consumer journey before, during and after their interaction with any point of sale by enhancing the environment. He is evolving retailers into trusted omnichannel media owners in their own right, offering consumers branded content experiences as well as product.
Patrick’s experience with consumer touchpoints as a brand and also department store marketer, drives his new approach to retailer campaigns that appeal to new and current consumers. Throughout his career, he has built omnichannel collaborations between brands, multibrand retailers, technology specialists, and media partners. This has been in order to excite consumers, revive brands in-store and the stores themselves. He has enhanced global brand campaigns and tailored their digital content to be more relevant to local audiences and more specifically, to each location they feature in.
Patrick has trialed digital and mobile technologies in store and online environments in a way that supports consumer convenience, experience and relevance. He believes that the calculated risk in applying a new strategy and technology is far more powerful for retailers, than hypothesizing and waiting for a competitor to show them how.
Patrick has collaborated with these retailers across Europe: BHV, Breuninger, DeBijenkorf, El Corte Ingles, Galeries Lafayette, Harrods, Hirmer, House of Fraser, Illum, John Lewis, KaDeWe, La Rinascente, Loden Frey, Magasin Du Nord, NK, Oberpollinger, Printemps, Selfridges, Steen & Ström, and Zalando (pan-EU).