GroupM’s Wavemaker has been appointed global media partner for electronic device and appliance refurbisher Back Market.

The agency won the $50 million account after a competitive pitch that began in October 2022. The client has previously worked for many local media agencies in different markets.

Wavemaker will be tasked with supporting future growth plans and helping to scale the brand as the global go-to for refurbished electronics.

The media agency will support Back Market across existing markets in Europe, including the U.K., which is a key focus for the French-based brand this year.

Wavemaker will also support its growth expansion into the U.S.

Alexandra Walker, Director of Global Media at Back Market, said: “Recruiting our future customers with the right message at every stage of their purchase journey is key to fulfilling our ambitious plans for Back Market’s future growth and category-creating mission. Working with Wavemaker, I’m confident we’ll have both the strategic support and activation expertise we need to help consumers understand that refurbished is better than new.”
Founded eight years ago, the Paris-based company has become a leading renewed technology marketplace with a focus on the circular economy. Wavemaker said it is increasingly supporting clients on communicating sustainability messages, such as rail and coach ticket aggregator Trainline and WeAre8, which pays consumers to watch short ads on sites like eBay.

Other recent “new economy” wins for Wavemaker, include Square, SeatGeek, Zwift, Coinbase, InPost, Mettle, Flink, FreeNow and TikTok.

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