Harry Rosen and DAC: The Power of Agency and In-House Collaboration
Harry Rosen, Canada’s leading luxury menswear retailer, is teaming up with DAC, an international full-funnel media agency, to elevate the effectiveness of its marketing strategy. This collaboration is built on seamless integration between DAC and Harry Rosen’s internal marketing team, ensuring Harry Rosen is able to continue to grow eCommerce revenue, while simultaneously expanding efforts further up the funnel to optimize customer acquisition and lifetime value.
This partnership is not a traditional agency-client arrangement, but rather a strategic partnership, where DAC works in tandem with Harry Rosen’s internal team to enhance the overall media strategy and drive incremental value via performance media strategy and optimizations. “This partnership is built on collaboration,” said Jessica Gale, Chief Customer Officer at Harry Rosen. “By integrating DAC’s expertise with our in-house capabilities, we are ensuring that our marketing strategy is both omnichannel and deeply rooted in data-driven insights—helping us to balance the needs of short-term sales and longer-term growth.”
Harry Rosen and DAC have established a structured and collaborative division of responsibilities to ensure clarity and efficient execution within the full-funnel media framework. DAC will lead the overall media planning, buying, as well as execution for select media platforms while providing strategic counsel on media platforms managed internally by Harry Rosen.
In addition to media execution, DAC will play a critical role in measurement and advanced analytics, providing deep insights that will shape Harry Rosen’s customer acquisition and retention strategies. Key initiatives include the development of a robust Lifetime Value (LTV) model, leveraging Harry Rosen’s historical sales and media spend data to identify high-value customers and optimize resource allocation, ensuring short-term objectives align with long-term profitability. Leveraging DAC’s Enterprise-to-Local expertise, the agency will pinpoint geographic hot spots of Harry Rosen’s existing and potential customers to enrich media targeting. Further, Incrementality Testing and Media Mix Modeling will help quantify the true impact of marketing efforts, enabling precise budget allocation and improved marketing efficiency.
“We are thrilled to be working with Harry Rosen in such a deeply integrated capacity,” said Adam Luck, Managing Director, Canada at DAC. “This is not a conventional client-agency relationship—it’s a unique and innovative partnership, where our team collaborates closely with Harry Rosen’s internal marketers to deliver a full-funnel strategy backed by advanced analytics that drive measurable results.”
About Harry Rosen
As Canada’s leading luxury menswear retailer, Harry Rosen has been setting the standard for menswear for over 70 years. Recognized as one of the 100 Best Managed Companies in Canada, the brand is committed to quality, craftmanship, style, and an exceptional client experience. With an omnichannel presence—in-store, online, and through personalized style advice and service—Harry Rosen delivers a premium shopping experience tailored to individual customer needs. Harry Rosen also invests in the success of its team, fostering a culture that recognizes talent and values leadership, customer centricity, precision, and inclusivity. With a focus on trusted, long-term relationships—with employees, customers, and partners—the company continues to shape the future of luxury retail by empowering men to look and feel their best in any occasion.
About DAC
Founded in 1972, DAC is an international full-funnel media agency with over 600 employees and 12 offices across Canada, the United States, and Europe. We connect brands with customers at every stage of their journey with enterprise-to-local strategies powered by proprietary technology. Our team of experts help brands achieve awareness and performance both globally and locally through our innovative solutions across paid media, SEO, content strategy, local presence management, reputation management, and data analytics. DAC’s campaigns drive unmatched outcomes for our clients earning us Best Canadian PPC Campaign and Best Canadian SEO Campaign from Global Search Awards 2024.
Learn more at dacgroup.com.