Pandora consolidates media business to Dentsu
By Abimbola Mohammed
Pandora, the renowned jewelry brand, has expanded its long-standing partnership with Dentsu by consolidating its global media account with the agency. This move strengthens an eight-year collaboration between the two companies.
In 2023, Pandora’s marketing budget amounted to $545 million, although the company did not specify how much of that was allocated to measurable media spending.
As part of a new two-year agreement, Dentsu will take charge of Pandora’s media strategy across 36 markets, including key regions like the USA, Canada, UK, Italy, France, Germany, Spain, Poland, and Australia.
Dentsu’s relationship with Pandora dates back to 2016, and in 2022, the agency secured a pitch to create the Pandora Experience Lab, which integrates media, performance marketing, customer experience management (CXM), and creative services.
This initiative includes a global performance studio focusing on social media and search.
Dennis Pedersen, Vice President of Paid Media and Performance Marketing at Pandora, commented on the partnership: “We truly view our relationship with Dentsu as a strategic one that has evolved far beyond that of a traditional media agency. Dentsu’s innovative approach to customer-centricity has been instrumental in driving Pandora’s transformation over the past few years.”
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