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Interflora appoints strategy and media agencies

Updated: Sep 19, 2023

Online florist Interflora has appointed Craft Media London and Yonder Media to handle its communications strategy and media planning and buying, following a competitive pitch process.

The florist celebrates its centenary this year and recently appointed Calling to handle its creative account. Previously, the brand worked with MSQ-owned MBAStack between 2018 and 2022 before taking its marketing operations in-house.

Craft and Yonder will now work as an integrated team to manage strategy and media.

Sally Weavers, co-founder of Craft Media, said the agency “rarely” pitches for clients’ business but Interflora was “too exciting an opportunity to turn down”. Ed Cox, founder and managing director of Yonder Media, added that it was a “dream partnership” between them and Interflora.

The pair of agencies is now responsible for “re-energising” the 100-year-old brand, according to Caroline Adams, head of marketing at Interflora.

Adams said: “We ran an incredibly competitive pitch where the standard was exceptional but Craft and Yonder just had that something extra. Every interaction with them left us energised for the next. They’re exactly the right fit for us and we can’t wait to get going and working with their amazingly talented teams.”

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